"Advertising an easy target" says IPA of Dispatches claims junk food brands target kids
The IPA has denied that any evidence that advertising plays a role in child obesity, ahead of Channel 4 screening Dispatches: Tricks of the Junk Food Business.
The programme will explore how fast food brands use advertising and social media to target children consumers, including Kellogg's Krave, McDonald's and Chewits.
The IPA’s director general Paul Bainsfair, commented: "The UK’s advertising rules contain sections specifically designed to ensure that food advertising to children is responsible and does not encourage children to adopt poor nutritional habits or to eat more than they otherwise would. There are additional, general rules designed to protect children on top of that and further rules to ensure the transparency of advertising. The advertising rules apply across all media, including the internet and are accepted and understood by our agency members as sensible and integral to the self-regulatory system enforced by the ASA. Rightly, the ASA understands the importance of taking an “evidence-based regulatory position” rather than looking to appease whoever might “shout the loudest”. Both the ASA and CAP are conducting a review of online food advertising and the industry will have to abide by their conclusions. Ultimately, advertising is an easy target. It has a role to play in this debate, but there is no evidence to-date to suggest that advertising is a significant factor in childhood obesity.”
The programme begins at 8pm on Channel 4 and worked with the Advertising Association in its production.