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In July 2007, Ofcom and the Committee of Advertising Practice announced that it would impose new restrictions for food and soft drink product advertisements to children in broadcast or non-broadcast media in the UK. They failed however to curb online advertising of fast foods to children – they just forced the food industry to be cleverer. Food promotion to children is now much more subtle, more engaging and doesn’t look like advertising at all. And still our children are getting fatter.