REGULATORY UPDATE
The advertising industry is now faced with a multi-pronged threat to how advertisers in sensitive sectors can market their products. The influence of the World Health Organisation (WHO) on western health ministries and many governments concerned about the marketing of alcohol and food products continues to be very significant. The policies on liquor and food for the European Union – are now very closely in alignment with those of WHO.
MORE ON THE ALCOHOL BILL:
The ability of advertisers to promote their products during major sporting events at any time of the day or night, the freedom to use sporting or other heroes to promote products and the freedom afforded under sponsorship rules could all be at risk. As signalled in last month’s AFA Newsletter, submissions on the Alcohol Toll Reduction Bill closed on March 20. But prior to this the Prime Minister entered the debate by announcing a $50 million package to change the nation’s culture of binge drinking. It appears the Government will make a real effort to approach the problem by changing behaviours rather than politically seductive knee-jerk bans on advertising. So in that sense it’s good for our industry. But, very clearly, Canberra expects industry to change the way alcohol is marketed and if the industry does not move voluntarily, the Government may very well force the issue.
FOOD AND OBESITY:
Another inquiry has been launched - this time it’s the House of Representatives Health Committee - investigating obesity in Australia. The media release suggests the inquiry will not just be around the causes of obesity, but what impact it is having on our health system. Submissions deadline is next month. If our Government followed the WHO policy ‘template’ we could see the removal of advertisements of high sugar, fat or salt foods out of programs that children watch i.e. into a post 8.30pm or 9pm watershed. This move is being attempted or achieved in many jurisdictions around the world and is one of the objectives being pursued by the Ministry of Health across the Tasman. Coupled with any move to ban certain foods from children’s viewing is the need to classify foods - in other words to draw up a list of foods which are ‘bad’ and which are ‘good.’ A daunting task indeed, but one that has been attempted with limited success in a number of jurisdictions.
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