Government plans 'unhealthy' food marketing code

Kids' foods: government backs marketing code
Kids' foods: government backs marketing code

A new industry code to govern the marketing of products high in fat, sugar and salt (HFSS), particularly to children, is being drawn up by the Department of Health (DoH).

According to the minutes for the June 2013 meeting of the DoH's Food Network high level steering group, responsible food promotion is an area "of high importance to ministers".

As such it will be the target of a new Responsibility Deal pledge in a similar vein to the recently-finalised front-of-pack nutritional labelling, which 26 companies agreed to adopt last month.

Early proposals include:

Defining a percentage of marketing spend/promotional offers that should be invested in "healthier" foods.

Restricting multi-buy promotion in categories where there is evidence that this drives over consumption of less healthy foods.

Using store and restaurant menu layouts and offers to promote healthier choices through the use of promotion bins, checkouts and aisle ends.

The steering group will also look at on-pack marketing and in particular the use of licensed and brand equity characters that appeal to children. The DoH cited a 2011 UK Health Forum study that found that adults and children were subject to an avalanche of marketing that promoted unhealthy food.

The DoH said that it was not its intention to examine the regulatory or co-regulatory arrangements for advertising of food to children in broadcast and non-broadcast media, but that it would seek to fill the gaps between these regulations and voluntary codes.

A report on how the new code of conduct would be implemented is expected at the next quarterly meeting of the steering group in September.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands