Burger King believes “creative bravery” will help the brand navigate new ad rules for ‘less healthy’ food coming into force in October.
Burger King’s CMO anticipates the brand’s “creative bravery” and challenger mentality may help the chain mitigate the impact of incoming legislation around advertising fast food.
New rules are set to come into effect in October, which will restrict the ability of ‘less healthy’ food and drink brands to advertise on television and online. There is still a lack of clarity about what this will mean in practice. In January, the Committees of Advertising Practice (CAP) warned brand advertising not showing products may not be exempt from the law, as had previously been the widely held understanding.
Speaking at Advertising Week Europe today (2 April), Burger King UK CMO Katie Evans said the incoming rules will require brands in the sector to think differently.
