|
|
|
|
New CAP rules on non-broadcast food and soft drink advertising
- Published 11 April 2007
- Transposes into non-broadcast advertising the principles of the new TV advertising content (not volume) rules
- Applies to all food and soft drink ads except for fresh fruit and vegetables
- State hat food and soft drink ads should not:
- Condone or encourage poor nutritional habits or an unhealthy lifestyle in children
- Encourage excessive consumption of food or drink products
- Use promotional offers in an irresponsible way
- Use “high pressure” or “hard sell” techniques
- Use licensed characters or celebrities popular with children if targeted directly at pre-school or primary school children
- Give a misleading impression of the nutritional health benefits of the product
Ad industry perspective
- Industry wants to be part of the solution and recognises that the current advertising practices directed towards children need to change.
- The introduction of new non-broadcast ad content rules demonstrates the industry’s commitment to self-regulation and being part of the wider solution.
- Whilst Advertising has a role to play, the issue of obesity is a complicated and wide-reaching.
- In the long term the important problem of childhood obesity can only be solved through education which covers the need to have a balanced lifestyle in diet and exercise.
- Industry continues to believe that inspiring people to make a voluntary change to their behaviour is the key to overcoming the growing trends on childhood obesity.
The importance of the debate
- The Health White Paper (2004) called for a change in the balance and nature of food promotion to children, as a way of tackling the rising levels of childhood obesity.
- At the end of this year the Government will conduct an interim review as to whether or not sufficient changes have been made or if legislation is necessary, with a more detailed review in 2008.
- The food/soft drinks advertising and media industries (the Industry) are fully committed to playing their part in addressing the issue of childhood obesity.
What the Government is proposing
- Ofcom published its final statement on 22 February 2007.
- It applied volume restrictions to HFSS ads aimed at under 16’s.
- It also applied the content restrictions proposed by the industry through BCAP with a particular focus on protecting primary school children (under 12’s).
- The DH will publish the conclusions of its monitoring contract with Thomson Intermedia in the Autumn, as part of its assessment of whether sufficient changes have taken place.
Voluntary Initiatives
In response to changing consumer demands Industry has made great efforts to provide healthier foods and better consumer information, including
- Launching new (and reformulated) products with less sugar, fat and salt.
- Promoting healthy living campaigns, encouraging people to become more active.
- Improving front-of-pack labelling to help consumers.
- Broadcasters and other media investing in healthy eating and diet programmes/editorial.
- Investing in media literacy for young children through Media Smart.
Behavioural Change
- Industry strongly believes that helping people to change their attitudes towards diet and activity is the best long-term way forward.
- This can best be achieved by a Government-led sustained national campaign which informs and inspires behavioural change.
- The DH is planning to launch a Social Marketing Campaign nationally in early 2007.
- Industry, along with other interested Stakeholders, are fully committed to participating in this programme.
|
