Responsible Marketing
Marketing to Children and Obesity
Obesity is a complex issue and marketing restrictions alone will not solve this
multifaceted problem. For instance: Ofcom research shows that advertising has
only
a 'modest direct effect' on children's food choices of approximately 2%.
That's why industry is undertaking a wide range of health and wellbeing
initiatives to assist consumers tackle this issue. For example companies are
reformulating products; offering a choice of alternatives that are lower in
fat,
sugar
or
salt; providing clearer nutritional labelling; and promoting the
importance
of a
balanced diet and healthy lifestyle.
Action on Marketing to Children
The food and drink manufacturing industry now operates in one of the most
regulated advertising environments in the world.
A number of tough new rules have been recently introduced:
- February 2007: Ofcom introduced new rules to control the volume and content
of
food and drink TV advertising to children.
- April 2007: new rules for the content of non-broadcast advertising were
published by the Committee of Advertising Practice (CAP), which prevent
the use of
celebrities and licensed characters, promotional offers and health and
nutrition
claims
in food and drink ads directly targeted at under-12s.
In addition, the Department of Health is looking at other areas of marketing,
such as online, packaging and point-of-sale, through its Food and Drink
Advertising
and Promotions Forum. Industry is actively engaged in the work of this
Forum.
More Information
Last reviewed: 21 Aug 2008