DoH to monitor food promotions to kids

by David Tiltman, Marketing 23-Nov-05

The government is to scrutinise non-broadcast advertising and the promotion of food to children for a year to determine whether regulations should be imposed on such activity.

The Department of Health (DoH) is to track campaigns, with a focus on
the proportion of spend and volume of activity backing products high in
fat, sugar and salt.

The research will also monitor content issues, such as the use of

celebrities and cartoon characters to appeal to children, and will gauge

whether the industry is making good on its promise to introduce
voluntary curbs on food and drink advertisers targeting children.

Following the publication of its White Paper on Public Health, the
government told the food industry to act by early-2007 or face
regulation.

The DoH project will track trends in the sector, including paid-for
internet ads, for 12 months from March 2006, with an option to extend
the contract by six months.

Non-broadcast promotion is not subject to statutory regulation under
Ofcom, which is expected to unveil proposals to track broadcast food ads
in the new year.

The DoH is seeking a research company to handle the project, and will
shortlist up to seven agencies in mid-January. It will also commission a
separate study looking at past trends in the industry.