Transcript can we still choose which path to take?

Advertising at the Crossroads –
can we still choose which path to take?
Dominic Lyle, Director General, EACA
Sofia 16 February 2005
What’s gone wrong?
• Increasing young
materialism
• Increasing obesity
(particularly childhood
obesity)
• Increasing alcohol abuse
• Increasing financial debt
• More deaths on the road
 Advertising to the young
 Advertising food and
beverages
 Alcohol advertising
 Advertising financial services
 Automobile advertising
“These are crucial times:
the scope of our future activities will be
defined by our current sense of
responsibility. “
Stephan Loerke, Managing Director
December 2004
“food and beverage industry will have
to move beyond self-regulation if it
hopes to head off greater
government intervention”
“way forward is a system of coregulation, in which governments,
companies and NGOs would work
together”
EU Health and Consumer Affairs
Commissioner Markos Kyprianou
• urgent action needed to tackle
obesity among Europe's young
• food industry faces legislation in a
year unless it stops advertising junk
food to children.
• self-regulation fastest and most
effective way to achieve goal, but no
action will mean EU legislation.
What’s gone wrong?
• Marketing has not moved with
societal concerns
• Advertising reflects alienating
lifestyles
• Marketing is the easy target for
politicians and NGOs
• Pushing the envelope makes
advertising vulrable
Brand positioning?
Offensive humour
Viral violence
Advertising at the Crossroads –
can we still choose which path to take?
A long term perspective?
Death of tobacco ads
• Response not timely
• Made bad use of allies
• Used defensive arguments
• Came to be seen as
irresponsible
Europe Overview
Ireland
BCI code launched,
pushing as a ‘model for
Europe’
Government Obesity
Taskforce
EU
•
•
•
•
•
•
TV Without
Frontiers
E-Commerce
Misleading
Advertising
Medicines for
Human Use
Consumer
Protection
Nutrition and
Health Claims
Norway Advertising to
children banned in
cinemas.
UK Food
Standards Agency
report on food
promotions,
OFCOM codes
review
Finland: Finnish Consumer
Ombudsman publishes
stricter guidelines on
advertising to children.
Sweden Ban on advertising
to children
Revision of Nordic nutrition
recommendations
underway
Denmark “Better Health for
children & Adolescents”
Traffic light labelling?
Netherlands
Cross-sectoral platform to
Germany Government
promote nutrition & physical
nutrition & physical activity
activity for children
platform
Belgium
Consumer group initiates
Nutrition Action Plan:
new campaign against food
2005-2008
advertising
France Nutritional
Austria
Czechia
Hungary
Guidelines for children
Discussion on Obesity task National Public
Rules on food advertising
action plan
Force
Health Program
to children
underway
Slovenia
VAT increase proposed
National Nutrition
Loi Evin
Policy
Spain Rising obesity
levels blamed on
advertising to children
National Plan on Obesity,
Nutrition & Physical
Activity
AESA recommendations
Italy Code on TV and
Minors entered into force,
law prohibiting children
>14 in ads
Invalidity pensions for
obese?
Greece
Ban on toy
advertising to
children
Alcohol in the firing line:
WHO Global burden of disease study
• 1 in 4 European men and 1 in 10 European
women consume alcohol at levels
hazardous and harmful to health
• 1 in 4 drinking occasions includes
consumption of more than 6 units of
alcohol (60g)
• 5% of European adults are physically
dependent on alcohol
• 9.2% of all disability and premature death
in Europe is due to alcohol
• 14% for men
FAT Kids
Italy
36
Greece
31
30
Spain
US
25
22
Britain
France
17
Germany
15
Netherlands
14
0
5
10
15
20
25
30
35
40
% of overweight 10 year olds in developed countries, 2002
Newsweek, 20 January 2003
Obesity Trends* Among U.S. Adults
BRFSS, 1985
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1986
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1987
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1988
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1989
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1990
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1991
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1992
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1993
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1994
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1995
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1996
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1997
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1998
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 1999
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 2000
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Obesity Trends* Among U.S. Adults
BRFSS, 2001
Source: Mokdad A H, et al. J Am Med Assoc 1999;282:16,
2001;286:10.
Focus on Food (UK)
• 75% of all advertising spent on food is on TV
• Television is the principal channel used by
food markets to reach children
• Food products dominate children’s
advertising
–
–
–
–
–
Breakfast cereals
Confectionery
Soft drinks
Savory snacks
Fast food restaurants
WHO Impact
• Regulators questioning the effectiveness of
SR
• Perceived link between advertising and
health more accepted
• SR in developing world stumbling block
• Press coverage increasing at national level
• Advertising the scapegoat for anti-globalist
lobby
Academic activists call for ban
•
‘The EU’s implementation of a
tobacco advertising ban
should now be followed by
similar EU based restrictions
on the targeting of the young,
including pre-school children,
to consume inappropriate
foods and drinks.’
•
Marketing evidence is
overwhelming that young
children are often targeted in
a manner akin to the tobacco
trade’s targeting of older
children.’
“corporate
marketing harms or
Pressure group
activity
kills countless millions of youth
across the planet….They
[industry] have created, through
great effort and expense a toxic
commercial culture that is
purposefully damaging to
children.”
Concerns
• Celebrity/sports star endorsement
(Ireland UK ?)
• Marketing in schools
• Health warnings “healthy lifestyles
taxes” (France, Ireland)
• Audience profiling (Ireland, UK?)
• Ban on vending in schools (France)
• Child actors (Italy, South Africa)
• Nutrient profiling (France, UK, EU?)
Advertising at the Crossroads –
can we still choose which path to take?
No implication of sexual success?
Dooley’s - sexual innuendo
Fetish Wars?
Producer responsibility?
Single market – many standards
Single market – many standards
Tomorrow’s problem?
Advertising at the Crossroads –
can we still choose which path to take?
Forrester – Consumer Ad
Backlash
• 76% don’t believe that companies
always tell the truth in ads
• 77% don’t believe the promise not to
share personal information
• 79% research on the web to check
claims
Yankelovich
• 69% of consumers are
interested in products which
help them to skip, block or opt
out of ads
• 36% of consumers have a wholly
negative view of marketing
Not in France!
Building trust
• Better engagement with those we
consider hostile to our own interests
• A stronger image for the industry,
based on a firm ethical foundation…
• …shared by agencies, their clients
and the media across Europe
R
O
I
Return
On
Involvement
Thank you.