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The Ministry of Health has identified a problem with fat children. Therefore, unhealthy foods should stop being advertised in the future. In addition to sweets, this could also apply to fish, meat, and dairy products.
The Federal Chancellery is really responsible for media-related matters. The same occurs with the bill, currently highly debated, which is supposed to regulate advertising content on television, radio and online media, among other things. According to advertisers, the existing regulation should only have been slightly revised as the previous regulation would work fine anyway. In the current draft, however, there are points that many industry experts would not have expected. The Health Ministry also seized the amendment to the EU directive as an opportunity to anchor its own ideas in the legal text. And so it caused a lot of irritation.
Some of the formulations of the amendment immediately triggered the “red flags”, explains Michael Straberger, chairman of the Austrian Advertising Council. He used the review period, which expired in mid-October, to criticize some “questionable points” in the legal text. Under the current version, the amendment would drastically restrict, on the one hand, the self-regulation of the advertising industry, which has been working well for years, according to Straberger. On the other hand, this creates the basis for far-reaching advertising bans in the food trade.
