Major food corporations significantly boosted their advertising budgets last year, coinciding with a surge in snack sales and ahead of the implementation of new regulations targeting Britain's obesity problem. According to data from WARC Media, companies spent an additional £420 million in 2024, marking a 26% annual increase. This rise aligns with a booming period for snack food sales, as consumers purchased millions more packs of chocolate, cakes, and crisps from leading brands. Campaigners argue that firms are adjusting strategies to sidestep the upcoming restrictions, which will prohibit unhealthy food advertisements on television after 9pm and online starting this October.
In preparation for these regulatory changes, food companies have diversified their marketing efforts into areas not covered by the new rules. These include outdoor posters, audio ads on podcasts and streaming platforms like Spotify, as well as partnerships with social media influencers. Academics at University College London have highlighted that less than two-thirds of foods deemed unhealthy under government guidelines would be affected by the impending regulations. This discrepancy has fueled demands for stricter measures, particularly concerning brand-focused advertising that does not explicitly promote specific products.
The debate intensifies as advertisers and health advocates clash over whether pure brand advertising should fall under the new restrictions. For instance, Cadbury could continue airing its iconic gorilla drumming advertisement before the watershed if it avoids showcasing chocolate bars directly. Meanwhile, junior health minister Ashley Dalton recently stated that "pure brand advertising" should remain unrestricted, arguing that corporate brand perception alone shouldn't trigger regulation scrutiny.
Amidst these discussions, local authorities face pressure from ad agencies warning of potential revenue losses due to shelved poster ad restrictions. NHS doctor Chris van Tulleken criticizes the saturation of unhealthy food brands across various retail outlets, emphasizing how such pervasive marketing affects children's health preferences. He questions the effectiveness of current and forthcoming marketing limitations, pointing out alternative avenues exploited by companies to maintain visibility.
Historically, advertising curbs on less healthy foods began in 2007 with bans during children’s TV shows. Further steps followed in 2018 when Prime Minister Theresa May agreed to establish a 9pm watershed for junk food commercials amidst growing evidence of children's exposure. The latest legislation enacted in 2023 aims to encourage healthier product formulations through financial incentives similar to those applied in the soft drinks industry.
As stakeholders weigh the implications of these evolving regulations, concerns persist regarding their impact on advertising revenues and campaign planning. Observers note parallels between today's food marketing tactics and past tobacco industry practices, where emphasis shifts towards branding rather than direct product promotion. Advocates stress the necessity of comprehensive restrictions to safeguard children's health effectively, asserting that voluntary measures consistently fail to address underlying issues adequately.