Don’t bend rules on advertising food to children – embrace them

Anna Sampson

This article discusses the marketing of HFSS (high fat, salt and sugar) brands to children. It is banned from children’s programming and under increasing legislative and other pressure.

Don't bend rules on advertising food to children – embrace them

Anna Sampson

For high fat, salt and sugar (HFSS) brands, the changing tide in terms of legislation, government messages and consumer pressure provides challenging issues for marketers (see panel, 'The legislation in brief', below).

How does one spend a marketing budget in a way that can achieve success while not attracting criticism, or even prosecution? HFSS legislation is in place for good reason, so rather than bemoaning the rules, brands need to understand the chain of influence and engage parents.

Ofcom banned HFSS brands from advertising around children's programming...

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