Marketers and media owners are counting the cost following U.K. regulator Ofcom's surprise decision to end junk-food advertising to all children under 16.
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Ofcom's ruling includes a total ban on advertising foods high in fat, salt and sugar (referred to as HFSS), not only around children's programming but also in youth-oriented and adult programs which attract a lot of viewers under 16. Many of the marketers involved have voluntarily stopped targeting young children in recent years, and moved their campaigns onto youth channels such as MTV, believing they were safe in targeting teenagers.
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The U.K. rules are clearer and may be easier to implement than restrictions the French are still wrangling over. Food marketers in France were supposed to either add a health message to ads for any manufactured food or beverage except water, or pay a tax equal to 1.5% of their annual ad budget toward campaigns for more-healthful eating. The French law was supposed to go into effect this year, but its provisions are still unclear.
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