GET A QUOTE: (01443) 222219 Simpsons Pizza Sponsors Against Junk Food Rules
A regulation has ruled that Domino’s pizza, the long time sponsors of the hit cartoon series The Simpsons broke stringent rules against “junk food” companies advertising on television.
The strict rule set were put in place in April 2007, in an attempt to combat the increasing problem of childhood obesity.
The rules stop companies from advertising food that is high in fat, salt and sugar during programs which are predominantly aimed at, or watched by children.
When the rules were first introduced, food campaigners were critical, claiming that they were full of loop holes, while many in the food industry pointed out that the guidelines meant that many mainstream foods would be banned, including cheese and many popular breakfast cereals.
The regulator Ofcom ruled against the broadcaster Sky One following a complaint from the national heart forum about the sponsorship deal of the program, which promoted its delivery service at the start of the program and before the advertisement breaks.
However, although fast food companies are unable to promote their products, they are able to promote their brands. Domino’s argued that the focus of the advertisement was their delivery service, rather than their food, adding that forty seven percent of their products would not fall foul of the junk food rules.
Ofcom agreed with the National Heart forum, saying that the sponsorship deal was against the “spirit as well as the letter of the rules”, however no fine has been issued.
Domino's ended their sponsorship of the program at the end of last year