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As the U.K. government confirms its intent to ban advertising around products that are high in fat, salt and sugar (HFSS), the advertising industry voices its disagreement with the rationale behind the decision.
The ban, originally announced last fall as part of the Tackling Obesity strategy, outlines a plan to restrict advertising on certain food types, which will see a 9 p.m. watershed placement on TV advertising of HFSS products and a complete online ban.
The ban is set to take effect across the U.K near the end of 2022. Reports had claimed earlier in the year that the government might U-turn on the plan; however, it was confirmed during Queen Elizabeth’s annual speech in Parliament on May 11.
Industry response
The IAB U.K. and the Advertising Association (AA), on behalf of industry members, issued a response Tuesday at not only the progress of the ban but also how it was being planned in advance. AA chief executive Stephen Woodford said he was “dismayed” by the announcement.
We strongly disagree with the ban and the government’s rationale for it.
—Jon Mew, chief executive, IAB U.K.
“The government’s own evidence shows that such measures will be ineffective in tackling obesity. The country needs balanced, consistent and well-evidenced policy interventions that will make a positive difference. The 9 p.m. watershed and online ban will not reduce obesity levels but will damage business and innovation and put jobs at risk,” he added.
IAB U.K. chief executive Jon Mew issued a statement asking for clarification from the Department of Digital, Culture, Media and Sport (DCMS).
“We strongly disagree with the ban and the government’s rationale for it. We recognize that childhood obesity is a significant challenge that must be addressed, and our view remains that an online ad ban is not the solution to this complex problem,” said Mew, adding the view that the government was also disregarding evidence relating to causes of obesity.
He also noted that proposed “smarter, digital-led solutions” to limit children’s exposure to advertising “in a proportionate and targeted way” were also put forward as an alternative.
The 9 p.m. watershed and online ban … will damage business and innovation and put jobs at risk.
—Stephen Woodford, chief executive, Advertising Association
“In short, a ban is tokenistic, ill-considered policy that is entirely at odds with the government’s self-professed aim to establish the U.K. as a leader in digital and technological innovation,” he continued. He asked for a reconsideration based on evidence in order to find “solutions that can be delivered more quickly and effectively by the existing regulatory system.”
The advertising industry will need to prepare for the ban to take effect, which will impact many of the largest advertisers in the country, denting budgets and media spend in the process.
