News & Events

Major marketing rules shake-up proposed

Date posted:

26th March 2009

New advertising ruling could put a stop to the exaggeration of the environmental benefits of products

Marketing professionals could be banned from over-hyping the environmental benefits of their products as part of the biggest overhauls to advertising rules for some years.

Under the new guidelines being considered by industry regulators, marketers could also be barred from advertising age-restricted computer games around television programmes, though could be permitted to market family planning or gambling.

Notably, the new rules, which have been proposed on the back of a report by the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice, would not cover online advertising, suggesting that many companies selling unhealthy food or drink could increasingly switch to digital marketing in the future.

Should the amended rules be given the green light by the government watchdog Ofcom, they could be implemented as soon as next year.

At the same time, the Federation of Small Businesses has called for new government legislation aimed at easing the regulatory burdens on UK businesses, many of which are struggling as a result of the economic downturn.

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