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Andrew Brown, Chairman, CAP and BCAP - “Television advertising of food and drink: proposed new rules”Brown described waiting for Ofcom’s decisions as a permanent pregnancy as the industry is currently in a state of purdah. He reminded the Conference of the original instruction from the Secretary of State for Culture Media and Sport, the Rt Hon Tessa Jowell MP, to Ofcom stating that a ban on advertising would be disproportionate. Any restrictions needed to be “rooted in evidence” and “fully reflect the balances between welfare benefit and economic impact”........
Christopher Graham, Director General, ASA - “Implementing the new rules on food and drink advertising”In the course of an explanation of the ASA ‘one-stop shop’, Graham described the possibility of Ofcom coming out with a disproportionate response and the resulting scenario of different CAP and BCAP codes as the “stuff of nightmares” as it could be difficult to achieve consistency of ASA decision-making for multi-media campaigns......... Mark White, Executive Director of Sales, Five - “Potential impact of new rules on broadcasting”White stated that Ofcom’s Options 1 and 2 would result in a £1m loss of revenue whilst 3 would result in a £13m loss, requiring a significant cut in the programming budget. He challenged Ofcom’s assumptions that other advertisers would take the slots or move to post-9pm hours therefore mitigating the lost revenue. He stated that the FSA and health lobby’s request for a pre-9pm watershed ban would cost Five around £25m, which would stretch to £200m across the whole TV market place.......... PANEL DISCUSSION - “Food advertising: the changing media landscape”Malcolm Earnshaw, ISBA, asked the panel whether, given the opinion-led context of the debate, it agreed that evidence-based decisions were more likely to be effective than opinion based decisions. Andrew Brown agreed with Earnshaw that the orchestrated consumer group pressure was dominating the politics.......... Meeting the challenges of Choosing Health |
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