Significantly fewer food advertisements targeted at children and more emphasis on better-for-you products are the key trends noted by new independent research from global management consultancy, Accenture. The trends, said to represent nearly 70 per cent of EU food advertising, reveals a big shift in the marketing mix to children. “A major effort has been made to put advertising spend behind “better-for-you” products or to move out of children’s airtime altogether,” according to a statement from advertising representatives, the World Federation of Advertisers.

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