This will cover a diverse range of advertising such as product placements and interactive games. The IFBA will also extend its 2009 agreement to license characters, celebrities and other movie tie-ins so as not to appeal to the age group. ?UK standards are typically at the cutting edge, so the reality will be little or no change for marketers as a result of this global announcement,? says Ian Barber, communications director at the Advertising Association. ?It is yet more evidence, however, that responsible marketing to children is at the top of advertising?s agenda.? These new standards will come into place at the end of 2016 and will be implemented by all 11 IFBA members. Stephan Loerke, managing director of the WFA says: ?The major food and beverage companies have strict controls in place on how they communicate with younger audiences. This latest strengthening of the IFBA global policy demonstrates the extent to which IFBA members are taking their responsibilities seriously when it comes to marketing to children.? By Shan? Schutte
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