Which? snubs Government over new school guidelines

Plans to overhaul guidelines on marketing in the UK’s schools have been torpedoed by consumer lobby Which?. The group has pulled out of talks with the Government and advertisers over concerns that the planned changes are “too weak”.

The discussions have collapsed a month before a ban on the sale of “junk foods” is to be introduced into schools.

A Which? spokeswoman says: “We were involved, but withdrew as we felt that the proposed guidelines were too weak, particularly in terms of the marketing of foods high in fat, sugar and salt.”

The existing guidelines – officially known as Best Practice Principles for Commercial Activities in Schools – were originally published in 2001, and were a joint effort between the Department for Education and Skills (DfES), the Incorporated Society of British Advertisers (ISBA) and the Consumers Association, now known as Which?.

But the Which? spokeswoman adds that the body believed that the DfES “should be the driving force. It was felt there were a lot of different people involved”.

The current code provides advice to schools and educational authorities on making informed decisions on a variety of in-school marketing schemes such as the sponsorship of educational materials and equipment.

A spokesman for ISBA says the advertisers’ group “remains keen and willing to begin a process of reviewing the existing guidelines”.

He adds: “These remain relevant, but having been published in 2001, we believe they would benefit from review to ensure clarity for businesses and schools alike. We await a partner in the review process to step forward.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here