75 per cent back voluntary junk food codes extension

Thursday 22nd of November 2007

Around three-quarters of marketers in the UK state that recent voluntary codes outlawing the advertisement of junk food to children should be extended across all media including the internet, a new report shows.

The Chartered Institute of Marketing's Marketing Trends Survey shows that older marketers are particularly supportive of the move - with just four per cent of respondents stating strong objections to the scheme.

"It's encouraging that the majority of marketers are concerned about our ethical behaviour towards children, and maybe also other ethical issues that marketing is facing," David Thorp, director of research and information at The Chartered Institute of Marketing, commented.

"The challenge though is being able to put this into practice in the face of fierce market competition. However, in line with marketing, businesses are much more concerned about ethical behaviour and their perspective is shifting, which should make it a lot easier for voluntary codes to be accepted.

"If marketers do not take the lead on this, we face legal parameters being set for us," Mr Thorp continued.