The Department of Health (DoH) has issued a tender seeking 'external partners' to develop the detail of the principles. The aim is to finalise them by the end of the year.
The guidelines are likely to restrict the promotion of 'less healthy' foods, while boosting the exposure of more wholesome products. Placing less nutritious food at children's eye-level is highlighted, implying criticism of the positioning of confectionery at checkouts.
Boosting the transparency of company policies and consistency across different types of media will also be addressed.
Kevin Brennan, Kellogg marketing director and general manager, snacks, called for assurances that the guidelines would bring 'clarity rather than confusion for consumers and manufacturers alike'.
This view was echoed by Rae Burdon, chief operating officer of the Advertising Association. 'Our principal concern is to ensure that duplication is avoided. Otherwise, we will have some very confused advertisers, agencies and media owners,' he said.
The DoH has pledged to take account of existing codes of practice, regulatory regimes and restrictions, as well as drawing on international work, consumer group proposals and company good practice.
Existing codes
- Under current Ofcom regulations, ads for foods high in fat, salt or sugar are not permitted during children's television slots or programmes likely to appeal to the under-16s.
- The Committee of Advertising Practice code for non-broadcast advertising prevents the use of celebrities and licensed characters in food and drink ads directly aimed at under-12s, except those that promote fresh fruit or vegetables.
- Under the voluntary EU Pledge programme, food advertisers representing two-thirds of European adspend, have undertaken not to advertise less healthy foods to under-12s via TV, print or the internet.
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