Magazine article Marketing

DoH Devises Children's Food Marketing Code

Magazine article Marketing

DoH Devises Children's Food Marketing Code

Article excerpt

The government is drawing up a set of voluntary principles that will underpin all forms of food and drink marketing that targets children.

The Department of Health (DoH) has issued a tender seeking 'external partners' to develop the detail of the principles. The aim is to finalise them by the end of the year.

The guidelines are likely to restrict the promotion of 'less healthy' foods, while boosting the exposure of more wholesome products. Placing less nutritious food at children's eye-level is highlighted, implying criticism of the positioning of confectionery at checkouts.

Boosting the transparency of company policies and consistency across different types of media will also be addressed.

Kevin Brennan, Kellogg marketing director and general manager, snacks, called for assurances that the guidelines would bring 'clarity rather than confusion for consumers and manufacturers alike'.

This view was echoed by Rae Burdon, chief operating officer of the Advertising Association. 'Our principal concern is to ensure that duplication is avoided. Otherwise, we will have some very confused advertisers, agencies and media owners,' he said. …

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