Initiatives in responsible food advertising

Abstract

Introduces the Food Advertising Unit (FAU), a coalition of multinational food companies, advertising agencies and the broadcast media which operates under the auspices of the Advertising Association as a centre for information and research on advertising for children; and the Food and Drink Federation (FDF) which represents the UK food and soft drinks industry. Reports research on the effect of television advertising of food products on children which suggests that there is only a slight direct effect, but the November 2005 White Paper is prioritising new restrictions on food and soft drink advertising to children, and the industry accepts the need for advertising code changes and for a holistic approach to behavioural change through education. Describes the work of the Food and Soft Drink Advertising and Promotions Forum, led by the Department of Health. Outlines positive approaches under way by individual companies such as Turner Broadcasting as well as by public service broadcasting. Argues that there must be proportionality in new government restrictions, given that their positive effects on children’s health may be far smaller than their adverse effects on the industry.

Citation

Preston, J. and Paterson, M. (2005), "Initiatives in responsible food advertising", Young Consumers, Vol. 6 No. 4, pp. 38-42. https://doi.org/10.1108/17473610510701287