The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

WFA

WFA claim voluntary action to curb children’s food advertising is working

Author

By John Glenday, Reporter

March 18, 2014 | 2 min read

The World Federation of Advertisers (WFA) has seized upon new figures showing that European children are being exposed to significantly less food advertising today than they were in 2005, after an EU pledge was signed by20 brand owners representing 80 per cent of food ad spend.

The figures, compiled by Accenture Media Management, show that the voluntary commitment is having an effect on the type of products being advertised to children under 12, viewing 31 per cent fewer ads for pledge products across all programming.

For ads that do not meet minimum nutrition criteria the difference is even greater at 47 per cent fewer whilst 82 per cent less such products are sandwiched in and around children’s programming.

WFA managing director Stephan Loerke said: “Independent data show how European children are seeing less and less food ads on TV, especially for products not fulfilling strict nutrition criteria. This is important given children still spend far more time in front of TV than any other media. Going forward, we are delighted to be implementing even stricter common criteria while ensuring our commitments apply equally across other media channels, including digital. Effective coverage of online and company-owned websites is critical to ensuring the continued effectiveness of this self-regulatory initiative.”

The commitment, part of the European Commission’s Platform for Action on Diet, Physical Activity and Health, also extends to children’s print publications, online advertising and company owned websites.

WFA

More from WFA

View all

Trending

Industry insights

View all
Add your own content +