Junk food ad ban: Marketers say it will force brands to ‘think smarter’
Brands may have to become more creative in how they advertise or look to innovate to avoid being impacted by the ban on pre-watershed TV and paid-for online ads.
Restrictions on the advertising of foods high in fat, salt or sugar (HFSS) have long been on the table. Yesterday (12 September), the government confirmed the restrictions on TV and online advertising of HFSS foods would be introduced next year.
Industry trade bodies including the Advertising Association and ISBA have welcomed the clarity this will provide.
Given the health problems posed by obesity, action on this issue is imperative, says Gareth Turner, who is the founder and director of Big Black Door, a strategic marketing consultancy for food and drink brands, and the former head of marketing for Weetabix.
“I think it will force brands to do the right thing and to, maybe not necessarily reformulate, but to innovate in an HFSS compliant way,” he says.
