Tune in Tuesday Episode 4
Tune in Tuesday Episode 4
Welcome back to Tune in Tuesday episode 4. This week we’re going to be talking about the new ban on unhealthy food deals and advertisement.
This Monday, Boris Johnson announced a ban of deals including “Buy One Get One Free” for unhealthy food. Likewise, the government is also banning all online and TV adverts advertising junk food shown before 9 pm. The government is trying to tackle obesity in the UK, and hope this ban will have a positive impact. There will also be promotion restrictions on food that is high in fat and sugar, as well as new rules for displaying calories on food menus.
Initially, the new ban has received a mostly positive reaction. Matt Hancock, the health secretary, said: “Everyone knows how hard losing weight can be. We’re taking bold action to help everyone who needs it”.
Boris Johnson said this would help to “reduce our health risks and protect ourselves against coronavirus”. Studies have found that there is a relationship between obesity and an increased risk from COVID-19. Statistics show that 8% of people who have the virus and are in intensive care are morbidly obese. Therefore, losing weight not only has many health benefits but also helps reduce the health risks of having the virus.
How does being obese affect your health?
According to the WHO (World Health Organisation), the UK has one of the highest levels of obesity in the world. A survey in 2017 estimated that 28.7% of adults were obese in England. Obesity can have a significant impact on an individual’s health, increasing the risk of type 2 diabetes and high blood pressure.
However, a lot of people who aren’t overweight still eat unhealthy food which can also impact their health. Making sure to exercise enough, as well as having a balanced diet is essential to being healthy.
How will this affect businesses?
The Chocolate & Confectionery Production in the UK has a market size of over £4 billion. A ban on deals for unhealthy foods will have a varied impact on businesses operating within this market. Cadburys, a market leader for chocolate products, may see little to no effect from the advertisement ban. Cadburys is too significant and well known; therefore, restrictions on televised advertisements may not damage their sales or brand awareness. Thus a ban may not have a substantial impact on businesses as consumers still recognise the brand and purchase their products.
One impact the ban may have is that brands such as Cadburys and Mars will seek new methods to build brand awareness. Other brands producing junk food such as chocolate and crisps may increase physical advertisements such as outdoor posters. Adapting marketing strategies could allow brands to continue to boost brand awareness following the ban.
Although the restrictions may not have a significant impact on obesity levels within the UK, the decision may have severe economic consequences. Following the coronavirus pandemic the marketing, retail, media sectors are all struggling with many jobs under threat. Therefore a ban on advertisement for major brands such as Cadburys and Mars may cause thousands to lose their jobs.
Ahead of the advertisement ban on junk food, Cadburys announced a reduction in the size of bars in multipacks. Cadbury’s owner, Mondelez, stated that the decrease in size is to reduce the pack’s calorie count.
Are brands doing this for profit or health?
Often companies are accused of shrinkflation. Between 2015 and 2017, the Office for National Statistics found that 206 products had shrunk but remained the same price. Some of the most popular items which have shrunk include Creme Eggs, Mars Bars, Terry’s Chocolate Orange.
Reports state that Cadburys multipacks will shrink by the end of 2021 to reduce the number of calories. Popular bars, including Crunchie and Wispa, will contain 200 calories when sold in a pack of four. Prices will still stay the same, even though the consumer will be buying less than before. However, single-serve chocolate bars will remain the same to offer consumers variation.
As brands keep products at the same price, many consumers are sceptical about the reasoning behind this. Many believe that big brands are trying to improve profit margins as opposed to uk obesity. What do you think, are they doing it for profit or health? Let us know what you think in the comments below.
Will this affect digital marketing?
In the past, the government has imposed many bans on food advertisement. In 2007, advertisers faced restrictions on showing unhealthy ads on programmes when more than 20% of the audience were children. More recently, new online marketing rules stop advertisers from targeting children. Despite the previous bans of advertisement online and the threat of further bans, digital marketing will not be dramatically affected. Children’s exposure to junk food products will decrease following the prohibitions; however, bans will not limit digital marketing’s success. As of 2019, over 4 billion people reportedly used the internet, making digital marketing a marketing resource hard to ignore.
If you enjoyed this week’s Tune in Tuesday episode 4 let us know down in the comments below. We will be happy to answer any questions or queries you may have, you can contact us at firstname.lastname@example.org or on 01925754766.
If you enjoyed Tune in Tuesday Episode 4. Don’t Forget to Tune in every week for breaking news with Orlagh.