Junk food ads are to be banned from screening during programmes of ‘particular appeal’ to under 16 year olds. The unexpected decision made by Ofcom just under a week ago could have serious effects on supermarket chains such as Marks and Spencer and Sainsbury’s .
The ban will cover a wide range in advertising of junk food and drink products in any TV show that has a 20 per cent higher proportion of under 16 viewers than the national average.
Sainsbury’s and Marks and Spencer are currently advertising highly within shows that are included in the ban, such as The Simpsons, Hollyoaks, Ant &Dec’s Saturday Night Takeaway, and The X Factor .
Supermarket companies need to be more careful and selective with the type of foods they advertise in their future campaigns as Ofcom has stated that any food deemed to be high in fat, salt and sugar cannot be advertised during these selected shows.
This could result in Jamie Oliver’s Christmas campaign for Sainsbury’s being dropped from its current form, because of the use of gingerbread and icing sugar to enhance meals, deemed inappropriate under the new restrictions.
TV advertising has been a real boost for both M&S and Sainsbury’s with certain products, for example M&S’s chocolate pudding, which has seen a 3,300 per cent increase. In total it is believed that supermarkets spend around £110 million a year on TV advertising .
A spokeswoman for the company said they would have to rethink their marketing strategy . “We are working with Ofcom to ensure we continue to comply with their guidelines,” she said.
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