Exactly 17 marketers told me what they think about in the coming UK junk food ad ban. It might tackle childhood obesity a bit maybe - but here's what it will more likely impact... 👇
1. Some critics argue children don’t actually watch much linear TV or ads anymore but are influenced by social media content, which the ban does not address. Are TikTok mukbangs the next focus?
2. Loopholes in the ban exist. Brands can circumvent it by advertising healthier options, or going full own brand advertising (minus product) or they can carpetbomb post-watershed slots.
3. Advertisers may be pushed to different media like outdoor, podcasts, and radio, which are exempt from these specific restrictions (although sites like TfL have their own sensistivies).
4. Agencies feel hard done by and that they are getting the blame of this crisis. I'm not as quick to let them off the hook but do acknowledge that it is one of many causes of childhood obesity - not the singular cause.
5. The ban is seen as a PR move by some, with doubts about its actual impact on obesity rates.
6. Industry experts call for broader solutions, including better education on nutrition and involvement from fast food companies in promoting healthier eating habits.
On The Drum today: Contributions fromGary Revill, John Triner, Sam Shaw, Ayesha Gardiner, Josh Aldersey-Clarricoats, Matthew Charlton, Jonny Tennant-Price, Tom Ghiden, Jay Topham, Ben Norman, Jenna Russell, Jeff Bowerman, Barney Worfolk Smith 🦩, Wander Bruijel, James Kirkham, Lee Baring, Annie Little.
Of course, if you're one of the three people in the industry we didn't ask about this, let's get talking in the comments. #HFSS #Food #Advertising #Regulation #Policy #UK #Government
