Sweet Connexion’s Carl Richardson looks at how new rules could affect licensors and licensees.
I learned this week that the Committee of Advertising Practice (CAP) looks set to outline new rules on marketing and advertising to children online. In particular the use of cartoon characters, social media and computer games will not be used to promote sugary snacks.
I also hear these are non-statutory regs and enforced by the ASA on a discretionary basis? So that dilutes it for a start. Firstly who ever came up with the word ‘Kidvert’ needs a ban. Secondly what is the true definition of ‘sugary’?
It seems very loosely defined as the usual suspects: sweets, crisps and fizzy drinks. That’s okay as we can all get our heads around these, although sugar content in snacks is a much wider topic and it seems to me that foods often purporting to be ‘healthy for kids, in fact are not all they may seem on closer inspection.
So it calls for a much more level playing field. We have been here before, of course, back in 2009 when any TV advertising of sugary and fatty foods aimed at children were banned. It is right to do this certainly from a moral standpoint. This new move to online is just updating things isn’t it? Especially as these days TV is not the all-encompassing advertising medium everyone aspires to anymore.
Now it’s more about social media, yes even for small children (worryingly). I think it’s a little naive to think that any such ban sorts the problem. It won’t. Maybe too there’s the simple fact that the development of social media and computer games encourage isolation, poor communication and lack of physical play in kids. The latter has to have some effect on obesity surely?
The results of fresh moves towards a much more health conscious society is already having a marked effect on licensing within food and drink. Who knows in the next five to ten years if any characters or brands associated with or dedicated to children will have any part to play in future licensing?
The implications for licensees from any impending changes are hard to predict, it depends on just how interventionist the ASA are going to be and how responsible licensees are already.
More concerning is the fact that this is definitely viewed by many as just first base. So the likelihood is for further scrutiny ahead. Licensees will avoid marketing and advertising certain products online, which definitely affects future media campaigns.
It depends too on interpretation as to what exactly constitutes marketing in the context of kid’s food and drink products and their close association with cartoon characters. In store promotions, POS materials are these to come under the same rules in the future?
Character licensed confectionery, for example, has been around for a long time and features predominantly as seasonal product – character Easter eggs and Advent calendars being significant parts of grocery fixtures at these peak trading periods.
Will any consumer marketing activity be looked at differently in the future? If so, how far will this go?
Licensors, particularly the power houses like Disney are eager to drive a stake in the ground marked ‘no sugar’, and licensees are having to react and adapt quickly to meet these challenges head on. Some will, some won’t, but what’s certain is an uncertain future for many.
