Feature: European Update

The big news from Brussels this month is that the European Parliament has now reached an agreement on the AVMS Directive. In terms of food advertising, the text now requires all member states to encourage codes of conduct on unhealthy foods, particularly those in the HFSS (high in fat, salt or sugar) category.

There was recognition for the effectiveness of self-regulation in the alcoholic drinks sector, and product placement will be allowed in cinematographic works, films and series made for AV media services, sports programmes and light entertainment. The Directive is scheduled for Plenary on September 3rd 2007.

Of marginally more interest I came across a curious case of Euro double-think – although in this instance on the part of representatives of member states. A Liverpool University study on food advertising had concluded that obese and overweight children increase their food intake by more than 100% after watching food ads on TV. So… advertising works? Quelle surprise.

Actually, the real surprise to me lay in the response of the German Advertising Association (seconded by their UK counterparts, no less). The Germans claimed that the Liverpool study was not statistically significant and that far more extensive research demonstrated there was only or modest or indirect link between food advertising and children’s preferences. True, their report also showed there were more significant factors related to obesity, such as diet, lifestyle and exercise, but surely this is a case of shooting oneself in the foot? If ads don’t work (and the Advertising Association says they don’t) – who needs them?!

More research, and on April 27th the European Commission released a new EU-wide e-communications survey. A study of 27,000 households showed that: