Advertising and marketing are fundamental to achieving
dynamic, effective, markets. They are important levers of
choice and competition, promote innovation, drive quality up
and prices down.
The UK's food and drink industry has an
especially strong track record of creating
brands which people like and trust, and which
offer quality, value and choice.
Equally we recognise the need to respect the
trust that consumers have in brands and their
communications. That's why UK advertising
has a strict regulatory regime across all media,
comprehensively adhered to and enforced,
with special provisions for marketing food and
drink to children.
Many companies go further
than the rules, making European and global
voluntary commitments and developing their
own responsible marketing guidelines.
And as consumer attitudes change, the way
we apply our marketing talent and reach
is changing too. Brands today are being
harnessed as a powerful tool to deliver lifestyle
advice and to help people to make healthier
Many of our large members are leading
supporters of the Government's Change4Life
social marketing campaign. Many more
work with their customers and in their local
communities, often in partnership with others,
to support families to lead healthier lives and to
make practical changes to achieve their goals.
In this report
Last reviewed: 03 Jan 2013