l

The content of this website is intended for healthcare professionals only

KFC and Kellogg’s taken to task over children's unhealthy food ads

Current rules don’t protect children properly from these kinds of ads, say health campaigners

Caroline White

Wednesday, 08 August 2018

The Advertising Standards Authority has upheld complaints submitted by the Obesity Health Alliance (OHA) and Children’s Food Campaign (CFC), against KFC and Kellogg’s for adverts for unhealthy food targeted at children.

But the campaigners insist that current rules aren’t strong enough to protect children from junk food adverts and need to be tightened up.

The complaints relate to an advert for a KFC ‘Mars Krushem’ milkshake drink placed in a phone box directly outside a primary school. This fell foul of the Committee of Advertising Practice (CAP) code rule which states that adverts from products high in fat, sugar and salt shouldn’t be placed in areas where the audience is likely to be disproportionately made up of children.

The second was an advert for ‘Coco Pops Granola Cereal’ shown on a children’s TV channel. The product is not classed as a product high in fat, salt, and sugar. But OHA argued that the advert had the effect of promoting the cereal due to the use of branding and the character Coco the Monkey which is highly associated with the original Coco Pops cereal.

Commenting on the rulings, Caroline Cerny, alliance lead at the OHA said: “The ruling on Coco Pops Granola provides an important precedent for junk food marketing. These adverts are designed specifically to appeal to children with fun cartoon characters and catchy jingles. This ruling recognises that, even though the product shown is classified as ‘healthier’, the advert used all the same features as adverts for original Coco Pops cereal and therefore essentially promoted the ‘less healthy’ product, which is not acceptable.

“We are very supportive of brands reformulating their products to reduce sugar and overall calories, but they must market them responsibly.”

She continued: “This is just another example of the ever-evolving tricks brands use to get their products in front of children and why we need stronger, regulatory protection online and with a 9pm watershed on junk food adverts on TV.”

The CFC co-ordinator Barbara Crowther added: “We are pleased these complaints have been upheld, but they are the tip of the iceberg when it comes to non-compliance with the rules. We know at least seven other complaints about fast food and confectionery ads on bus stops and telephone boxes next to schools have been submitted to the ASA.

“This indicates that brands are simply flouting the rules, hoping no-one will bother to complain, and safe in the knowledge there are no meaningful sanctions for non-compliance anyway."

She continued: “Children’s exposure to junk food marketing should not be dependent on organisations and members of the public lodging ad-hoc complaints. Clear guidance about what constitutes an advert [representing foods high in fat, salt, and sugar] and a stronger legislative framework to restrict junk food marketing are needed if we are to adequately protect children from obesity.”

The recently published chapter 2 of the government’s Childhood Obesity Plan includes an intention to introduce a 9pm watershed on junk food adverts on TV, with a similar level of protection applied online. The plan also makes a commitment to consider whether the current self-regulatory approach to advertising rules provides protection to children from marketing of junk foods.

The OHA and CFC are both calling on CAP, as part of its current review of advertising guidelines, to close loopholes and prevent companies from running brand marketing campaigns that essentially still have the effect of promoting unhealthy foods.

Registered in England and Wales. Reg No. 2530185. c/o Wilmington plc, 5th Floor, 10 Whitechapel High Street, London E1 8QS. Reg No. 30158470