Is there a need for ad industry self-regulation?

Fast food advertising and marketing has often been blamed as encouraging unhealthy eating habits in children. The aim of the discussion was to come up with ethical ways to market would-be-affected products to kids and to get an update on the legal regulations around the matter.

Upon opening the discussion, Tumisang Moatshe of Youth Dynamix said, "There is a need to self-regulate the marketing and advertising fraternity. Rules and regulations on how to communicate with the youth market will help marketers better communicate with the youth. However, regulation alone is not a solution to current problem. Education is the key to dealing with the matter.

“Cigarette advertising was banned but kids still continue to smoke; cigarettes companies are still making profits. Fact is, when products become taboo they sell,” added Moatshe.

Parents' responsibility

On the panel also was Alda Heunis, the managing and senior account director of Egg Marketing & Communications, who said, “Parents should be the main controller of what kids consume so that children can learn about the eating right portions and maintaining a healthy lifestyle.

Moatshe agreed with Heunis on this one, adding that “kids will grow up to become adults and without the education they will grow up without knowing the right ways of eating.”

Heunis emphasised the point that "marketers need to pay attention to issues facing society and be proactive, as well as take an ethical approach with campaigns. The new regulations shouldn't be a threat to marketers because this is what consumers have been asking for but not all brands listened to the call. Consumers pay attention to issues long before they are passed.”

Moatshe also called for the regulation of cellphone content that young people receive.

Messages of education and self-regulation came out strongly at the conference. Lack of good marketing has been blamed as the course of obesity and brands are perceived as the culprits. Regulation calls for a renewed approach. Well-established brands may be negatively affected by the regulation and that will also hinder with businesses.

And that, strong branding is not just a promise to customers, partners, shareholders and communities; it is a promise to marketers. It is about using the brand as a beacon, as a compass for determining the right actions, for staying on course for evolving a culture and for inspiring a company to reach its full potential.

•Lillian Mlambo, communications manager for the Advertising Standards Authority (ASA) of South Africa, could not be a part of the discussions as she had to attend to an emergency.

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