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Could ‘Food Porn’ Ban Affect Influencer Marketing?

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Surely there’s no influencer assignment better than being hired to photograph and eat some of the most delicious, if unhealthy, food available? Nothing can grab those Instagram likes faster than a photo of a juicy burger, gooey cookies, or multicoloured delicious desserts.

However, proposals to ban the internet marketing of foods classed as high in fat, salt or sugar (HFSS) would likely include social media posts, companies’ websites, and paid-for posts via influencer marketing report the Manchester Evening News.

It could even affect viral posts and memes, as consultations on the proposals designate them as ‘content with the specific intention of being widely shared’.

Health Secretary Matt Hancock has said that a ban would help families make healthier choices and tackle obesity, but hostility industry leaders are saying that during a time when many restaurants are struggling to survive, such a ban would be a ‘matter of huge concern’.

The ban would include advertorials, commercial email and text messaging, online display ads such as website banners and pre-roll video trailers, in-app and in-game ads, and paid-for search listings and price comparison site rankings.

Social media and influencer marketing can be a very lucrative investment for restaurants and the hospitality sector, with M&S style ‘food porn’ photos and videos attracting a lot of attention.

The Obesity Health Alliance (OHA), the British Heart Foundation (BHF), Action On Sugar and the Dental Wellness Trust, and others have welcomed the proposals, however, food and drink industry groups and advertising bodies are unhappy with both the proposals and the timeline of the consultation.

A joint statement from the Advertising Association, the Incorporated Society of British Advertisers, the Institute of Practitioners in Advertising and the Internet Advertising Bureau UK, claimed the proposals were ‘not an ‘oven-ready’ policy; it is not even half-baked.’

If you need a micro-influencer marketing agency for your restaurant or hospitality business, talk to us today.

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