ITV's Howell says ad bans 'won't help fat kids'
LONDON - ITV has issued a stinging attack on government restrictions on the marketing of food to children, claiming that 'ad bans will not fix the health problems of fat kids'.
Speaking at the ISBA Annual Conference this morning, Rupert Howell, managing director of brand and communications at ITV, said it was time for the broadcaster to 'take a stand' against the tightening regulation of TV advertising.
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He claimed that recently introduced restrictions, such as those surrounding the advertising to children of foods high in fat, salt and sugar (HFSS) were 'naive, simplistic and counterproductive'.
Howell called on the government to 'harness the power of advertising' rather than resort to 'futile and damaging' advertising bans. 'Instead of letting politicians censor commercial messages, we need to show them that advertising can be a force for good,' he said.
The government is currently facing calls for further restrictions on TV advertising, including the introduction of a 9pm watershed for alcohol ads.
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Comments
pixie x - 28/02/2008
Rupert Howell is right! Advertisers can influence for the better in these matters, but will this really stop kids being able to but alcohol and fat children stuffing their faces.....?
Jeremy Lee - 28/02/2008
Couldn't agree more - encouraging competitive sports at school will fix the problem of fat kids but then that's not very 'inclusive' is it?
David Cuff - 29/02/2008
Rupert Howell is spot on. It's a socio-cultural phenomenon, which is best attacked through public education. Apparently we have a similar problem in the UK with pet obesity - I don't see anyone blaming that on advertising.
MARTIN LOAT - 29/02/2008
Will ITV follow the lead set by Viacom Brand Solutions which has pioneered the "ads as force for good" argument. VBS now matches pound-for-pound the media spend of certain pro-social advertisers to allow them to double the weight of their campaigns. I look forward to the day when a campaign to encourage kids to take exercise and cut down on junk food - using the full force of TV, gaming, viral, social networking media - walks off with an IPA Effectiveness Award because kids have been persuaded to change their behaviour.