Food Advertising | Working constructively with Government

Food Advertising Unit

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Food and soft drink advertisers recognise that advertising code changes are needed in response to public policy concerns and have been actively engaged in Ofcom’s review of the broadcast TV Code from the outset with view to making a positive contribution; the FAU has been involved in this process.

Review of the advertising Codes

In June 2006, in response to Ofcom’s invitation from stakeholders for a ‘fourth option’ which achieved the broad support and met the public policy objectives, the FAU submitted ‘Package 4 (pdf)’ on behalf of the food and soft drink advertising industry. This included content, volume and scheduling restrictions to achieve a tough but proportionate response.

In February 2007 Ofcom announced its final decision on the TV advertising of food and drink products to children. After consideration of all responses following its short final consultation last year, including a full impact assessment, Ofcom concluded that it was appropriate and necessary to adopt restrictions intended to reduce significantly the exposure of children under 16 to HFSS advertising.

The advertising industry remains committed to reviewing the non-broadcast advertising content Code. There are discussions still to be had but the intention is to keep these as close as possible to the broadcast TV Code.

The importance of education

The advertising industry has always argued that a multi-faceted approach to tackling obesity is required as evidence, such as the Hastings report and Ofcom report (pdf). Ofcom found that advertising only had ‘modest direct effects’ on food preference, consumption and behaviour due to the multiplicity of influences. Therefore, changing the rules on advertising as a single approach to combat obesity seems unlikely to succeed.

The key to addressing the issue effectively is to encourage behavioural change, which will only be achieved through a holistic approach that informs and encourages people to lead a healthy lifestyle. The food and soft drink advertising industry remains strong in its desire to be part of the solution and has embarked on a number of positive initiatives aimed at encouraging consumer to lead ‘healthier’ lifestyles.

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