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Responsible Marketing and Advertising to Children

Policy Position

FDF members are committed to marketing their products in a responsible way.

The UK food and drink industry and the wider advertising industry, have long shown this commitment through adherence to stringent codes of practice that exist at global, regional and national levels.

In FDF's Food and Health Manifesto published in 2004, our members pledged to work with Ofcom and Government on further tightening of the self and co-regulatory codes and discussing with Ofcom and Government the whole range of concerns relating to advertising and promotion to children.

In order to determine what products can be advertised, Ofcom adopted the Food Standards Agency’s nutrient profiling model. FDF remains opposed to the use of this model, which demonises many nutritious foods eaten by children and which we believe will discourage innovation if it prevents reformulated products from being advertised. See FDF policy briefing on nutrient profiling.

In July 2008 FSA published the findings of a lengthy review into Nutrient Profile model to which it proposed one substantive change: removing the protein cap; this would allow only a few more products to pass the model and be allowed to be advertised.

After a lengthy consultation, in March 2009 the FSA Board decides that the protein cap would remain in place and that the effectiveness of the model will be reviewed in five years time.

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Background

We now operate in one of the most regulated advertising environments in the world.

In February 2007, after extensive public consultation, Ofcom introduced new rules to control the volume and content of food and drink TV advertising to children.

Between July 2007 and June 2008 Ofcom has undertaken a review of the impact of its restrictions and has reported back in December 2008. The review proved that the existing rules are working and that children view fewer TV adverts for less healthy foods. This demonstrates that the advertisers are meeting the spirit and letter of the law and confirms that there is not much evidence to support further restrictions. The Advertising Standards Authority (ASA) ‘Food and Soft Drink Survey 2009’ further shows the rate of compliance is high at 99.4% with the Advertising Codes.

In April 2010 Ofcom commenced a review to assess children’s exposure to HFSS advertising on TV in 2009. In its assessment, Ofcom intends to use the same methodology as was employed in 2008 to create a HFSS advertising proxy. Ofcom expect to publish the review’s findings in Summer 2010.

The content of non-broadcast advertising is governed by tough new rules published in April 2007 by the Committee of Advertising Practice, 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.

However, advertising restrictions alone will not solve the complex issue of obesity. For instance: Ofcom research shows that advertising has only a ‘modest direct effect’ on children’s food choices of approximately 2%.

That’s why industry is also undertaking a wide range of health and wellbeing initiatives, such as 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.

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