Government ban on fast food advertising causes industry ‘dismay’

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The government is set to move forward with the ban on HFSS advertising, which will disappear completely from online platforms and will not be seen until 9 p.m. on TV starting in January 2023.

It’s tough for an industry that’s just trying to get back on its feet after the pandemic comes out, but there will likely be some loopholes in the announcement which, with a little creativity, should soften the blow.

Branded advertisements are allowed as long as they do not show photos of the product. B2B is also sneaking across the net, and online ads are acceptable in owned (rather than paid) media, so social media accounts won’t be restricted and audio is for some reason exempt, so podcasts. are OK. In addition, SMEs with less than 250 employees are allowed to advertise HFSS products, and something called “transactional content” is allowed.

Prime Minister Boris Johnson is committed to tackling obesity, and the ad is an easy target for the challenges of getting people to eat healthier. In addition, it is less likely to irritate large food companies than to introduce a fat equivalent of the sugar tax, although this has proven to be very effective.

Sue Eustace, Director of Public Affairs for the Advertising Association, said: “We are appalled that the government is moving forward with its HFSS advertising ban. This means that many food and beverage companies will not be able to advertise new product innovations and reformulations, and large takeout chains, pubs and restaurants may not be able to. ” inform their customers about their menus.

“Content providers – online publishers and broadcasters – will lose advertising revenue vital to fund publishing and program production jobs. We all want to see a healthier and more active population, but the leveling of society will not be achieved by punishing some of the UK’s most successful industries for minimal effect on obesity levels.

The Managing Director of the Incorporated Society of British Advertisers, Phil Smith, said: “Advertisers agree Britain has an obesity problem and action needs to be taken. But by seeking to regulate rather than innovate, the government has come together.

“There is no evidence that what the ministers are proposing will have a significant impact on children’s health. The possibilities of technology have been ignored and attempts by the industry to achieve the desired result in a way that would also prevent economic damage to businesses have been dismissed.

“We’ll take a close look at the details, but at a time that calls for an economic recovery and serious, evidence-based policy to improve children’s health, it looks like the government has been making headlines on meaningful reform.”

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