CASE STUDY

Case study

Case study

1. Several ethical issues are raised in this case study. Discuss how Walker's campaign may have contributed to a total TV ban on junk food advertising to children. Suggest alternative campaign tactics that might have been used to comply with the rules governing self-regulation.

Walkers has been faced with the issue of the very small levels of some processed ingredients used in our flavourings which have been derived from soya beans and maize that could have been genetically modified for agricultural purposes. It is with regards to these ingredients we await the definitions from the government that tell us whether labelling is required or not.

Walkers searched to counteract its likeness difficulty and stop the down turn in sales by inserting an events to decrease fat and saline content in its crisps. It started by making sun-seed oil to restore palmolein in the output of crisps. This supplied a mean of a 70% decrease in saturated fats. Walkers furthermore asserted to have decreased saline grades by 25%. One new Walkers variety values feature merchandising boasting Mr. Potato Head to focus on children. The new potato head prepared salted crisps allegedly comprise 70% less saturated fat, have no artificial hues, tastes or preservatives and a 23g load comprises less than 110 calories. Walkers re-positioning itself as a reasonable, wholesome nourishment brand. It concentrated on expressing the note about the wholesome attributes of its products. (Bowery 2006: page number 15 - 74)

However, there are alternative campaign tactics that might have been used to comply with the rules governing self-regulation. The ASA is the independent body, self-regulatory body for non-broadcast advertisements, sales promotions and direct marketing in the UK. The ASA administers the British Code of Advertising, Sales Promotion and Direct Marketing (The CAP Code) to ensure that advertisements are legal, decent, honest and truthful. (walkers-eathappy.co.uk)

CAP is the industry body that creates, reviews and amends the British Code of Advertising, Sales Promotion and Direct Marketing (the CAP Code) which requires all non-broadcast advertisements to be 'legal, decent, honest and truthful', to be prepared with a sense of responsibility to consumers and to society, and to respect the principles of fair competition generally accepted in business. (Bowery 2006: page number 15 - 74)

ASA rulings receive a substantial amount of media coverage in international, national, regional and local newspapers, magazines and specialist journals, on national and regional TV and on national and local radio. CAP may issue Ad Alerts to its members, including the media, advising them to withhold their services from non-compliant marketers or deny the latter access to advertising space. (John 2007: page number 10 - 20)

The ASA and CAP may require persistent offenders to have some or all of their marketing communications vetted by the CAP Copy Advice team until the ASA and CAP are satisfied that future communications will comply with the Code.

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