Today I will talk more about the current threat to Ad Deductibility and how this is having a profound affect on the US social and political environment.
Today I will talk more about the current threat to Ad Deductibility and how this is having a profound affect on the US social and political environment.
Posted by Association of National Advertisers on October 21, 2009 in Advertising, Current Affairs | Permalink | Comments (0)
This past week, ten of the largest companies in the food and beverage industry in conjunction with the industry’s self regulatory body, the National Advertising Review Council (NARC), came together to announce a historic set of children’s advertising and marketing guidelines. The purpose of this collaboration was to find a way for the food industry to contribute to the fight against childhood obesity.
Over the past few years, public policy groups such as the Kaiser Family Foundation and the Institute of Medicine (IOM) pleaded for a comprehensive effort to combat the growing epidemic of obesity in this country. In many of their reports, they recommended changes in food industry practices. Under no obligation to do so, the industry recognized that it needed to play an important, contributory role– and proceeded to embrace that role with a wide range of positive actions such as:
Along the way, many companies began reassessing their respective marketing practices and decided to pursue a markedly different path– consistent with the wishes of policymakers and public policy groups. Of note have been the efforts of Kraft, PepsiCo and General Mills.
Beyond these concrete actions, the industry is finding ways to do even more – as exemplified by the joint announcement of NARC and the ten companies under the program called the “Children’s Food and Beverage Initiative.” No matter how you slice it, these companies are committing to devote more than 50% of their children’s advertising to messages that communicate healthy food / beverage choices and/or healthy lifestyles. Additionally, these companies are committing to eliminate advertising from schools and to reduce practices such as product placement and third party licensing.
These are real, substantive measures that represent a materially different strategic direction than anyone in the industry would have believed possible just three years ago. Moreover, they are not easy to undertake, as anyone who has managed a business with volume, revenue and profit responsibilities can attest.
Yet, what’s been the reaction from organizations like Center for Science in the Public Interest (CSPI)? They’ve been publicly dismissive – even rude, calling this effort “pathetic” – greatly undermining their own credibility in my opinion.
Reasonable people – important policymakers – are correctly acknowledging that the industry’s actions represent real, tangible change.
Are we done yet? Of course not. There is always more to do. And the Board of NARC and the Council of Better Business Bureaus have indicated they will continue to review the self regulatory process and push for even greater change where necessary.
But let’s take a step back every now and then, and give the food marketing industry a pat on the back for doing something really good. We know we didn’t completely save the world this week, but we should feel proud that we heeded the call of consumers and responsible policymakers: We moved the needle decidedly in a positive direction. So I, for one, am going to stand up and give us all a much-deserved round of applause. I hope others will follow.
Posted by Association of National Advertisers on November 21, 2006 in Current Affairs, Marketing, Obesity | Permalink | Comments (0)
The ANA applauds as major steps forward the announcement by the Council of Better Business Bureaus (CBBB) and the National Advertising Review Council (NARC) of two significant actions in the self-regulation of advertising to children.
CBBB and NARC announced a comprehensive revision of the Self-Regulatory Guidelines for Children’s Advertising (Guidelines), strengthening the ability of the Children’s Advertising Review Unit (CARU) to provide direction to all industry sectors. In addition, under the auspices of CBBB and NARC, ten leading food and beverage advertisers established the Children’s Food and Beverage Advertising Initiative (Initiative), designed to encourage healthy dietary choices and lifestyles by shifting the mix of advertising messages to children.
We believe that with these bold steps, marketers are augmenting their commitment to strong industry self-regulation with a new pledge of ‘public interest self-motivation. Proactively identifying socially responsible ways of serving the public, food and beverage marketers are committing to devote large portions of their annual budgets to promoting positive social change.
In heralding the revisions to the Guidelines and the boldness of the Initiative, I want to also note other major efforts by the marketing community to respond to growing concerns about obesity in America. For example, the Advertising Council, the industry’s public service arm, is encouraging children to make better food choices and be physically more active via a campaign launched a year ago entitled "Can Your Food Do That?” In addition, over the past three years, food marketers have introduced and promoted 4,500 new and improved low fat/low calorie offerings to the marketplace.
It is especially pleasing to see important policymakers like Sen. Tom Harkin and Federal Trade Commission Chairman Deborah Platt Majoras supporting the steps being taken by the marketing industry. Chairman Majoras said the new initiative “shows real promise, and I hope will encourage more competition in developing and marketing healthier products that are attractive to kids and their parents.” Senator Harkin said, “These steps show that the industry is headed in the right direction in the ongoing battle to combat childhood obesity and surging rates of diabetes in children.” Both Chairman Majoras and Senator Harkin noted that effective enforcement of the announced actions was essential to achieve meaningful results.
Clearly there is more work to be done. We want to see expanded participation in the Initiative to include the entire food and beverage industry, with the goal of reducing obesity in America.
Posted by Association of National Advertisers on November 17, 2006 in Current Affairs, Marketing, Obesity | Permalink | Comments (0)
The cornerstone principle that underscores all marketing is commercial free speech. When commercial messages for legal products are truthful and non-deceptive, marketers should be completely free to market their products and services unencumbered by government regulation – or the threat of such regulation.
* Think of the great work done by the Advertising Council
and its media partners who provide more than $1.5 Billion in donated media to
educate the public on a variety of issues including drunk driving, seat belt
usage and, of course, the well-being of children.
Posted by Association of National Advertisers on March 31, 2005 in Advertising, Conferences, Current Affairs, Food and Drink, Marketing, Obesity, Television | Permalink | Comments (7)