A dramatic drop in the number of complaints about food and drink adverts demonstrates a new willingness to present brands in a more responsible way and stave off regulatory pressure, say industry leaders.
The Advertising Standards Authority’s 2004 report shows gripes from the public about non-broadcast ads for the sector declined by 40% to 292, while a record number of cases were resolved informally.
For the first time the authority, which took over regulation of TV and radio commercials from Ofcom last year, released a top 10 list of the most complained about broadcast ads. A Mr Kipling mince pie commercial, showing a woman giving birth during a nativity play, came
second, but complaints about two others in the top 10 - for Wall’s Sausages and Müllerice - were not upheld.
In a year when the industry came under the government spotlight over obesity and the threat of traffic-light labelling, it had responded by showing self-regulation could work, said Ian Twinn, director of public affairs at the Incorporated Society of British Advertising. “Advertisers have realised that the public’s attitude towards how they promote their brands has changed over the past two years, and that they needed to change their advertising accordingly,” he said.
“Companies are much more aware of annoying consumers and demeaning their brands.”
Twinn said companies were more wary about targeting food advertising at the very young, and predicted a growing focus on promoting healthy reformulations and active lifestyles.
However, with the ASA forcing the withdrawal of an ad for Danone Shape yoghurt claiming it was ‘virtually fat-free’, producers are being warned over misleading health claims.
Claire Hu
The Advertising Standards Authority’s 2004 report shows gripes from the public about non-broadcast ads for the sector declined by 40% to 292, while a record number of cases were resolved informally.
For the first time the authority, which took over regulation of TV and radio commercials from Ofcom last year, released a top 10 list of the most complained about broadcast ads. A Mr Kipling mince pie commercial, showing a woman giving birth during a nativity play, came
second, but complaints about two others in the top 10 - for Wall’s Sausages and Müllerice - were not upheld.
In a year when the industry came under the government spotlight over obesity and the threat of traffic-light labelling, it had responded by showing self-regulation could work, said Ian Twinn, director of public affairs at the Incorporated Society of British Advertising. “Advertisers have realised that the public’s attitude towards how they promote their brands has changed over the past two years, and that they needed to change their advertising accordingly,” he said.
“Companies are much more aware of annoying consumers and demeaning their brands.”
Twinn said companies were more wary about targeting food advertising at the very young, and predicted a growing focus on promoting healthy reformulations and active lifestyles.
However, with the ASA forcing the withdrawal of an ad for Danone Shape yoghurt claiming it was ‘virtually fat-free’, producers are being warned over misleading health claims.
Claire Hu
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