As part of the CAP committee, the IPM has been working
behind the scenes with a number of industry bodies as well as consulting across
the industry in response to the obesity challenge set out by Government. The IPM
will be seeking responses from its membership as a result, which spans brand
owners, agencies and service agencies involved in promotional activation across
a broad range of sectors.
With brand owners and their associated agencies, there sits
a natural responsibility to market to all types of consumer in a manner that upholds
the CAP code. The Select Committee views price promotions as being part of the overall
obesity issue; the IPM believes its members take a responsible approach already
and all seek to actively uphold CAP and IPM standards in this regard. As such,
the IPM has committed time and resource to a coalition task force to look at
the challenges facing both industry and consumers and to find a workable,
responsible solution for all parties.
The IPM’s Managing Director Carey Trevill comments, ‘At the
IPM, the industry initiative on obesity and the wider impact on children’s
health is critical and taken very seriously. As part of CAP, we are actively
supporting the role of advertising and marketing to help bring about the
In addressing the self-regulation aspect that is championed
by the advertising community, Trevill comments further, ‘It’s the very fact
that we do self-regulate that enables us to consider quickly and carefully how
changes could be made.’
CAP and its members, which include IPM, ISBA, AA, DMA, IPA
amongst others, are undertaking a pre-consultation, campaigning key industry
and public health organisations prior to public consultation.
The IPM will be consulting its Membership within the next
week in direct relation to the obesity crisis.