UK: Advertising ban on junk food hits industry hard
Experts in the UK expect the ban on advertising junk food to result in a loss of revenue of 75 million dollars in 2007.
Experts in the UK are expecting revenue losses of 75 million dollars in 2007 as a result of the ban on advertising junk food. The measure bans advertising for foods with a high fat, salt or sugar content in program blocks aimed at children under 16 (see ). As the American trade magazine Advertising Age writes, television stations that broadcast exclusively for children can expect a loss of 15 percent. Michiel Bakker from MTV U.K. and Ireland is surprised that the responsible media supervisory authority has decided to include the age group of 10 to 15-year-olds in the ban. He considers this group to be completely different from the under-9s.
Until now, the British industry has followed the principle of self-regulation with regard to advertising. KFC and Burger King now refrain from giving toys to children. Other brands such as Coca-Cola, Cadbury, Kraft and McDonalds do not advertise to under-12s. In addition, the Incorporated Society of British Advertisers has drawn up a voluntary code that prohibits the use of cartoon characters and stars in food advertisements.
Measures are currently being discussed in France that are also causing a stir. There is talk of a law that provides for health warnings on food. The regulation is to apply to all foodstuffs produced and all drinks - except water. Manufacturers who do not want to comply with this requirement will have to pay a tax of 1.5 percent of their annual advertising budget for a campaign to promote healthier eating.
Until now, the British industry has followed the principle of self-regulation with regard to advertising. KFC and Burger King now refrain from giving toys to children. Other brands such as Coca-Cola, Cadbury, Kraft and McDonalds do not advertise to under-12s. In addition, the Incorporated Society of British Advertisers has drawn up a voluntary code that prohibits the use of cartoon characters and stars in food advertisements.
Measures are currently being discussed in France that are also causing a stir. There is talk of a law that provides for health warnings on food. The regulation is to apply to all foodstuffs produced and all drinks - except water. Manufacturers who do not want to comply with this requirement will have to pay a tax of 1.5 percent of their annual advertising budget for a campaign to promote healthier eating.
