Christmas ads put on a diet as UK ban on TV junk food advertising bites

"The festive season is traditionally a time of national culinary overindulgence but eagle-eyed viewers may have noticed that this year's crop of big-budget Christmas TV ads have been decidedly lean and sugar-free. From Tesco and Waitrose to Marks & Spencer and Asda, the UK's biggest exponents of extravagant festive food marketing have put their Christmas ads on a diet to comply with new regulations banning junk food products from appearing in TV ads before 9pm."

"Advertisers have had to cleverly market a wide range of other food to stay within the complex new rules. In the climax of Waitrose's Christmas romance ad, Keira Knightley receives a home-baked pie, while in Lidl a young girl grabs apples for a last-minute addition to the family festive shop. Meanwhile, Asda used the fresh fruit and vegetable aisle for the Grinch to make his big entry into one of its supermarkets, and Morrisons opted not to show any products at all."

"Quirks under the regulations rule out showing gravy on the traditional Christmas dinner's roasted meat centrepiece in festive ads. However, a marinade, glaze, dressing, seasoning rub or similar accompaniment will keep the advertising watchdog away, according to the government's new rules. Advertisers are having to be very strategic, said Richard Exon, the co-founder of the ad agency Joint. It's less about the products and more about brands and messaging and keeping to the spirit and letter of the legislation."

Major UK supermarkets have trimmed festive-food imagery in Christmas TV ads to comply with forthcoming rules banning junk-food products from pre-9pm broadcasts and paid online ads. The advertising industry began voluntary compliance in October ahead of official enforcement from 5 January. Advertisers pivoted to healthier items, accompaniments, or non-product storytelling to avoid breaching the regulations, with examples including Waitrose, Lidl, Asda and Morrisons using pies, apples, produce aisles, or showing no products. Specific restrictions bar showing gravy on roast centrepieces, though marinades or dressings are permitted, prompting strategic, brand-focused creative approaches.

Read at www.theguardian.com