Editor’s note: Jonathan Gilpin is content writer, Mediaworks, Gateshead, U.K.
Many thought it would never happen. Others simply put it to the back of their minds and forgot about it. Yes, we’re talking about Brexit.
From sandwich confiscations to deliveries being halted at the border, we’re beginning to feel the impacts of the U.K.’s exit from the EU. In the marketing world, however, the continued rhetoric over the past number of years has been “business as usual.” But is this true?
Marketing around the globe is difficult and varies considerably. But how do the U.K’s marketing laws differ? What can we expect from marketing in a post-Brexit Britain?
In this blog I will take a look at the different international laws around marketing, including on findings from print specialists Where The Trade Buys, which delved into various marketing legislation in a bid to give some indication of what the U.K. might have in store in the coming months and years.
United States
The United States’ health care system is regularly at the forefront of the national media thanks to a lack of affordability. However, in the early 1990s, a spate of infections and deaths at the fault of misleading hemophilic medication advertising brought about the introduction of strict laws. For companies in the U.S. that are marketing health care products, a host of rules exist. If marketing does not comply, the company faces significant penalization.
Sweden
In Sweden, as recently as the 1990s, only had terrestrial state-owned television channels, which did not feature advertising. It should come as no surprise that advertising techniques in Sweden are carefully developed to link with programing schedules. They tug on the attention of the viewer, encouraging them to reach for their debit card and part with their hard-earned cash. Consider a holiday advert magically appearing during the interlude of “Love Island,” or Dominos and lager pop-ups during half-time of the football.
But in 1991, the country began to see the harsh effects of this type of commercial programming.
A Yale University study showed that children ate more unhealthy foods while watching cartoons with junk food adverts. Desperate to protect their younger generation, the Swedish government passed legislation which banned advertising directed at children under the age of 12. A decade after introducing the legislation, Sweden presented their findings to the European Union. The results linked a decrease in childhood obesity directly to the ban on advertising. Sweden proposed that it be rolled out across the board – however, it was not picked up.
France
Marketing and alcohol have always had a rather difficult relationship,. During the 1994–1995 Premier League football season, six of the 20 clubs all had alcohol brands as their major shirt sponsorship. Not one club has maintained the tradition, understanding the conflicting impacts presented. Everton was the last club to say bon voyage to its sponsor, Thai golden brew, Chang.
France banned all alcohol advertisements on television and in cinemas. During any occasion in which alcohol advertisements are deemed appropriate, it must be accompanied by a warning regarding the dangers of consumption.
United Kingdom
Back in 2007, England banned smoking indoors as the government tempted to quash mass respiratory problems and lung cancer. Back in 1965, the decision was made to limit the advertising of cigarettes on television. However, it wasn’t until forty years later, in 2005, that legislation was passed which completely eliminated tobacco advertising.
Philip Morris Inc., despite still backing F1 Ferrari, who own popular cigarette brand Marlboro, have not featured on a car since the 2007 season due to international advertising laws regarding tobacco.
After extensive debate between industry leaders, health campaigners and politicians, legislation was finally laid down in January 2016 which banned branded cigarette boxes that were manufactured after May 2016 or sold after January 2017.
Sources
https://www.planetf1.com/uncategorized/marlboro-to-feature-on-ferraris-2018-car/
https://www.wherethetradebuys.co.uk/
https://theculturetrip.com/europe/sweden/articles/sweden-bans-advertising-targeted-children/