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Cartoon Characters in Which? Firing Line
Caroline Lovell
Brand Republic
October 2, 2008
LONDON - Which? has urged the food industry to stop
using cartoon marketing for unhealthy foods, in a report
published today.
The consumer watchdog has called for a cartoon loophole
to be closed in self-regulatory CAP and BCAP codes in
order to tackle childhood obesity.
Out of 19 children’s food company-owned cartoon
characters, its research found that none of the
characters promoted healthier foods.
It pointed to Tony the Tiger, Pom-Bear, Moo the Dairylea
cow and Snap, Crackle and Pop as cartoon baddies.
Which? has called for the advertising codes to be
strengthened significantly.
It described current CAP and BCAP codes as weak because
they only restrict the use of third party licensed
characters and do not cover promotional material.
It has urged the Government to provide clearer direction
on marketing less healthy foods to children and has
called on the Advertising Standards Authority to create
a CAP advisory group with consumer representation.
However, an ASA spokesman said: "The Which? report is
not saying anything new. The rules surrounding food and
soft drink advertising to children were significantly
tightened only last year following a review of all the
evidence and extensive public consultation, including
input from Which? .
"These robust new rules are amongst the toughest in the
world."
But Clare Corbett, a Which? food campaigner, said:
"Cartoons are great fun for kids. We definitely don’t
want to see the end of popular characters like Tony the
Tiger and the Honey Monster, but we do want to see them
promoting healthier products.
"If the industry fails to act, the Government must step
in."
The new rules, revised in April 2007, are currently
being evaluated. A full public consultation is planned
for later this year. |
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