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French self regulatory body publishes new guidelines on food advertising
Date: 30/10/2009
On 22 October, the French Professional Advertising Regulation Authority (ARPP) published a number of recommendations regarding food advertising, including advertising to children. The self regulatory guidelines, which are based on previous recommendations, will come into force from 2010.
With regard to food advertising to children, the ARPP's Advertising Council's (CPP) recommendations include the following provisions:
"Young children may not be led by advertising into thinking that the consumption of certain foods will enhance their abilities in their everyday lives."
"The use of humour in advertising, including the reference to imaginary worlds, is legitimate, as long as it stays within the limits where it may not be misinterpreted by young audiences as to how this will change the properties of the food consumed in real life."
"The use of fictional characters in advertising may not under any circumstances promote actions that are contrary to good nutritional habits or healthy lifestyles."
"Advertising may not portray the judgment of adults being questioned with regard to product consumption or undermine their authority."
Source: Advertising Education Forum, ARPP
For more information on this please contact Malte Lohan [email protected]
