It is now coming up to four years ago that the phased changes to the advertising codes of practice were effected to restrict how, when and where food is advertised in cases where the food or the advertising – it needn’t be both - is of interest to children.

Some major brand licensors, notably BBC Worldwide, took pre-emptive action by pulling back from any licensing to the fast food industry, even before the publication of the regulatory changes.

The popular view at the time was that the death knell was being sounded for licensing of children’s brands to the food and soft drink industry as we knew it.

To read the full feature, click here.

Advertisement