Food Advertising Affects Brands Only Not Markets

The Food Advertising Unit of the Advertising Association has today welcomed a report that concludes food advertising affects only brands and not markets. The report shows that advertising can be an effective tool of competition between brands, but in mature food markets seems to have no effect on total market size.

Jonathan Bullock, Head of External Affairs of the Food Advertising Unit of the AA said, “This report challenges those anti-advertising food pressure groups who have argued for advertising bans without any evidence of their effects, either on market size or on overall diet. They should acknowledge for the first time the strength of the evidence that food advertising affects competition between brands and not the total size of the market.”

The report, by Harry Henry, is published in this month’s Admap.

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