Profits, ethics and brand advertising
David Haigh, Brand Finance Limited, discusses the decline in the UK food industry and how it is forcing the industry to push ethical boundaries to maximise return from advertising
David Haigh
In many areas of the UK food industry there are either statutory restrictions or voluntary codes of practice covering the conduct of advertisers. Infant formulae, confectionery, alcoholic products, health and 'pharma' foods all have tough restrictions on advertising. In addition, the EU is debating further rules and regulations to protect consumers. For example, in some countries of Europe the advertising of confectionery to children...