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'Junk food rules should cover all media,' say marketers

 

By Caitlin Fitzsimmons

Guardian Unlimited
November 21, 2007


Most UK marketers are willing to extend the restrictions on TV ads pitching junk food to children to other media, a survey suggests.

The Chartered Institute of Marketing's Marketing Trends survey found that three out of four marketers believed the recent voluntary code change prohibiting TV advertising of junk food to children should be extended across all media.

Some 38% agreed with the idea and a further 36% strongly agreed, while only 13% either disagreed or strongly disagreed.

Older marketers were the most concerned with 86% of those aged 66 years and over agreeing that the restrictions should be extended.

Meanwhile, marketers were gloomy in their outlook for the UK economy, with 40% believing the economy will get worse in the coming year, up from 38% in spring 2007.

Positive sentiment dropped to 14%, with marketers from Northern Ireland or under age of 26 the most optimistic, while 42% expected it would stay about the same.

Green issues were a growing concern, with 61% of marketers believing that a company's sustainability practices affected customers' buying decisions, although only 12% agreed stongly. However, 70% believed that customers will have a greater commitment to sustainability in five years time.

The survey, conducted for the institute by research company Ipsos Mori, covered 1,127 marketers from a broad cross-section of organizations by sector, turnover and geographic location.

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