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Children and adolescents should be better protected from advertising for unhealthy food in the future.
The Central Association of the German Advertising Industry (ZAW) plans new rules of conduct, which should enter into force on June 1st. Most recently, Nutritional Minister Julia Klöckner (CDU) has repeatedly demanded to tighten the rules of conduct.
concretely, the age limit is expanded across all existing rules from 12 to 14 years, Zaw's headcurs said Bernd Nauen. For example, food advertising for children and young adolescents under 14 years may not contain any direct calls for purchase or consumption.
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"It is now prohibited to highlight positive nutritional properties of food in advertising compared to this age group, whose excessive consumption is not recommended - a snack remains a snack," says. It deals with formulations such as: "With addition of valuable vitamins and minerals".
The rules remain after ZAW information not only on classic advertising in the TV or radio, but also apply to social networks. Especially for platforms such as YouTube and Instagram, consumer guards demanded stricter rules last repeatedly. "If an Influencer applies to Instagram on behalf of a company food to under-14-year-old, he also has these rules fully observed," said the managing director of the German Advertisement, Katja Heineschg. Based on indicators such as the language or the use of comic elements, please decide when advertising is directed to this age group.
food advertising directed to children is governed by the Youth Media Protection Treaty between the federal states in Germany. This is again supplemented by the rules of conduct of the advertiser. The rules of conduct of the advertising council will be adopted by the commercial economy represented in ZAW and adopted.Berlin (DPA-AFX)
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