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OFCOM publishes final evaluation of UK food ad restrictions
Date: 29/07/2010
WFA members can log in above to download the full conclusions and WFA analysis below...
Background
On 26 July Ofcom published its Final review of the UK HFSS Food Advertising Restrictions. The report assesses the effectiveness of the UK rules restricting high fat/sugar/salt (HFSS) food and drink product advertising to children under 16, agreed in 2006 and phased in between April 2007 and January 2009. The principal aim of the OFCOM rules was to "to reduce the exposure of children to HFSS advertising, as a means of reducing opportunities to persuade children to demand and consume HFSS products." HFSS products were defined on the basis of the nutrient profiling model developed by the UK Food Standards Agency (FSA). Ofcom carried out an interim review of the rules in 2008, before the final phase of restrictions came into force. The key findings of the 20008 review were that, during 2007/8, children under 16 saw around 34% less HFSS advertising than in 2005, with younger children (4-9 year olds) seeing 39% less and older children (10-15 year olds) seeing 28% less. This final review looks at data from 2009, following the implementation of the final phase of restrictions (a ban on all HFSS advertising on children's channels) and compares it with data for 2005 (prior to the introduction of the restrictions).
Key findings
Ofcom had originally estimated that the advertising restrictions, once fully implemented, would reduce the exposure of 4-15 year olds to HFSS advertising by 41% of the 2005 level and by 51% for younger children (4-9 year olds). The final review finds that compared with 2005, in 2009:
- While the share of HFSS adverts as a proportion of all TV advertising has remained stable (10.0% in 2005 compared to 9.8% in 2009), there has been a significant shift in the balance of food and drink advertising on TV: the share of non-HFSS food advertising compared to HFSS food advertising increased from 22% to 33%.
- Children (under 16) saw around 37% less HFSS advertising. Younger children (4-9) saw 52% less; older children (10-15) saw 22% less. These reductions were driven by the decline in impacts during children's airtime. In adult airtime, children saw 1% less HFSS advertising overall.
- Exposure to HFSS advertising was eliminated during children's airtime (including both children's channels and children's slots on other channels); and despite an increase in the volume of HFSS advertising aired throughout the day, children's exposure to HFSS advertising fell in all day parts before 9pm and by 25% between the peak hours of 18:00-21:00.
- It should also be noted that not all of the HFSS advertising seen by children is for products that may appeal to them. Separate analysis carried out by Ofcom suggests that overall just over 56% of all food and drink advertising seen by children was either for non HFSS products or for HFSS products unlikely to appeal to them e.g. spreads, cooking oil and drinks mixers etc.
- Broadcasters complied with the restrictions on scheduling HFSS advertising during children's airtime. Ofcom is aware of two instances where an HFSS advert was mistakenly aired during children's airtime. OFCOM also found little evidence that advertisers were evading the spirit of the restrictions.
Ofcom also looked to ascertain what changes there have been in the use of particular advertising techniques used in food and drink advertising that have been defined as of particular appeal to children. The analysis includes advertisements for both HFSS and non-HFSS products. Between Q1 2005 and Q1 2009:
- Children saw less advertising featuring licensed characters (-84%), brand equity characters (-56%), other characters (-2%) and promotions (-41%).
- However, children saw more advertising featuring celebrities (143%) and health claims (18%). Almost all of the growth in exposure took place in adult airtime. The majority of celebrities featured in these advertisements appeared to be primarily of appeal to adults.
- In children's airtime, use of all of these techniques (with the exception of celebrities) declined, but continued to register a presence as they are sometimes used to promote non-HFSS products. In adult airtime the use the use of licensed characters also fell, but the use of the other assessed techniques rose.
- Overall, OFCOM concludes that children are exposed to significantly less HFSS advertising using techniques considered to be of particular appeal to children.
- Surveys carried out by the Advertising Standards Authority (ASA) between 2007 and 2009 show that broadcasters are complying with the restrictions on advertising techniques. In its latest compliance survey the ASA found that all of the food and drink TV advertisements monitored complied fully with the HFSS content restrictions.
Finally OFCOM sought to measure the impact of the restrictions on broadcasters. However, none of the broadcasters consulted were able to give an indication, due to the difficulty of disentangling the impact of the restrictions from other factors, such as the economic downturn.
For more information, please contact Will Gilroy. WFA members can log in above to download the full WFA conclusions and analysis report below.
Documents:
OFCOM Final evaluation of HFSS Advertising Restrictions.pdf
