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Responsible Marketing

Marketing to Children and Obesity

Obesity is a complex issue and marketing restrictions alone will not solve this multifaceted problem. Foreinstance: Ofcom research shows that advertising has only a 'modest direct effect' on children's food choices of approximately 2%.

That's why industry is undertaking a wide range of health and wellbeing initiatives to assist consumers tackle this issue. For example companies are reformulating products; offering a choice of alternatives that are lower in fat, sugar or salt; providing clearer nutritional labelling; and promoting the importance of a balanced diet and healthy lifestyle.

Action on Marketing to Children

The food and drink manufacturing industry now operates in one of the most regulated advertising environments in the world.

A number of tough rules have been introduced:

• February 2007: Ofcom introduced new rules to control the volume and content of food and drink TV advertising to children.
• April 2007: new rules for the content of non-broadcast advertising were published by the Committee of Advertising Practice (CAP), which prevent the use of celebrities and licensed characters, promotional offers and health and nutrition claims in food and drink ads directly targeted at under-12s.

The new rules for Children's channels introduced in 2007 allowed for a graduated phase-in period with full implementation of the restrictions required as from 01 January 2009.

Between July 2007 and June 2008 Ofcom has undertaken a review of the impact of its restrictions which proved that the existing rules are working and that children view fewer TV adverts for less healthy foods.

In the meantime, the Department of Health is looking at other areas of marketing, such as online, packaging and point-of-sale, through its Food and Drink Advertising and Promotions Forum. Industry is actively engaged in the work of this Forum.

By early 2010 Ofcom is expected to review the restrictions based on full year data for 2008 and 2009 and to assess the impact of the final phase of the rules.

More Information

• FDF Policy on Responsible Marketing