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“Food and soft drink advertising is under control”, ASA and CAP decide, but will continue to conduct research

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By Ishbel Macleod, PR and social media consultant

February 25, 2014 | 2 min read

The ASA and CAP are set to carry out a comprehensive literature review of the impact of digital and online marketing of food and drink products to children, as its remit changes to include digital media and online.

The advertising bodies announced the move today, with the research to be carried out by Dr Barbie Clarke and Family Kids and Youth. It will look to explore the extent of the available evidence and assess what conclusions can reasonably be drawn from it.

This comes despite the CAP reporting “Overall, we consider that food and soft drink advertising is under control and that the rules are working effectively.”

In a statement, it was also announced that the ASA will undertake a survey of food ads, with a focus online, to assess whether there are any problem areas and to take action to bring advertising that breaks the rules into line.

“Although the number of complaints the ASA receives from members of the public about food ads is low, we recognise that the impact of food advertising is part of a wider public health debate about current levels of obesity,” the ASA added.

Dr Clarke’s report is set to be completed by late summer.

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