In a move to tackle a growing national problem of obesity among children, the Government body has indicated that it plans to bar all TV advertising for high-calorie, low-nutrition products during peak viewing hours by 2010.
Of a total US$517 million spent on advertising for food and non-alcoholic beverages last year in Korea, fast food and carbonated drink brands accounted for almost US$145 million.
Ahead of this, fast food providers will be prevented from advertising free toys and other products designed to appeal to children on TV, radio and the internet from March. While Lotte-owned Lotteria, Korea’s leading fast food chain, has voiced concern that the new legislation is excessively restrictive, agency observers have expressed little surprise at the ban, noting that it was in line with similar moves by regulatory authorities in Europe and Australia.
Steve Yi, strategic planning director at Grey Korea, said that in a market where censorship was common in advertising, the announcement did not come as a shock.
Marketers could either reposition their product to target a more mature demographic, he said, or concentrate on appealing to mothers with the message that indulging their children was acceptable.
Yi added that the measures were unlikely to take effect in their proposed form.
Agencies bow to fast food ban plan
SEOUL - Agencies in Korea are remaining calm in the face of proposals by the Korea Food and Drug Administration to restrict the advertising of food and drink products deemed to be unhealthy.
