Lotte-owned Lotteria, Korea’s leading quick-service food chain, has voiced concern that the new legislation, which is due to take effect from March next year, is excessively restrictive.
But agency observers have expressed little surprise at the ban, noting that it was in line with similar moves by regulatory authorities in Europe, and that the companies concerned will simply have to ride out the storm.
Steve Yi, strategic planning director at Grey Korea, commented that finding themselves unable to advertise directly to a key consumer group, marketers could either reposition their product to target a more mature demographic, or concentrate on appealing to mothers with the message that it’s okay to indulge your children.
Yi noted, however, that obesity was now a more prominent issue among Korean consumers than it had traditionally been, and was no longer considered merely a western problem.
Prompted in part by consumer pressure groups, The Korea Food and Drug Administration (KFDA), has indicated that it plans to bar all TV advertising for unhealthy food and drink products during peak viewing hours by 2010.
Korea moves to ban junk food ads
SEOUL - Fast food providers are facing the challenge of redesigning their marketing strategy in Korea, following a governmental decision to block TV commercials for food products deemed to be unhealthy from time slots popular with children.
