Here’s your guide to advertising your HFSS and LHF product with Boomerang Media.
There is much online chatter this week about the UK Government’s new legislation that restricts the advertising of ‘less healthy food and drink’ to children; legislation that came into effect on 1st Oct. This is in addition to the well-established advertising rules around HFSS (high in fat, salt or sugar) food and drink.
The new rules restrict the TV and Online promotion of food and drink products that are deemed to be less healthy; there is now a 9pm watershed on advertisements for identifiable LHF products and a 24/7 prohibition on paid-for advertising of unhealthy food and drink products online.
Brand advertising is exempt from these rules, just so long as the brand campaign doesn’t feature any specific restricted products.
As a result, many brands will have been rethinking their product strategies, and this brings about the opportunity to try (or more deeply invest in) alternative channels – OOH should be one of the big winners as a result.
We’re being asked whether our extensive in-venue D6 network can support impacted brands looking to switch away from TV and online and still avoid being visible to families and children – so we’ve outlined our opportunities where children comprise less than 25% of the audience (ASA rules):
Gyms and Health Clubs
Typically, gyms operate as 16+ environments; our D6 network offers both national reach and high dwell-time engagement in urban, high-population locations.
Health Clubs do allow children through their doors, but typically those under 16 make up less than 13% of the audience.
Malls
Boomerang’s 80+ mall network delivers the most comprehensive UK footprint of D6s in proximity to purchase. Within our malls, less than 20% of visits are made by under 16s.
Cinemas
We offer the largest cinema foyer D6 network in the UK – more than 1,100 screens. Brands will want to avoid films with a family focus, but outside of those movie releases, less than 21% of the audience are under 16.
If you’re a brand that’s being impacted by the rules, our highly knowledgeable team are here to guide you and to help you work hand-in-hand with venues for your D6 and product activation campaigns.
Resources: The Government’s Nutrient Profiling Model which determines a product’s exemption though a scoring system that looks at levels of fat, salt, sugar, fibre, fruit, vegetables and protein.
