Ofcom Frowns Upon ‘Simpsons’ Sponsorship By Domino’s Pizza
Ofcom confirmed that Domino’s Pizza’s sponsorship of The Simpsons in breach of regulations regarding promotion of foodstuffs high in fat, salt and sugar, especially to the young generation which are the majority of viewers of the cartoon show The Simpsons.
National Heart Forum contacted Ofcom after the body monitored reports that Domino’s sponsorship of the Sky One TV show appeared to be avoiding the HFSS restrictions by simply not showing the pizza product in the programme credits. The HFSS regulations were drawn up in 2005 and even at this point a concern was raised that brand advertising and sponsorship was a potential loophole to the regulations put in place in regards to advertising.
The NHF claimed that the sponsorship credits “show everything to promote pizzas except the finished product: from the preparation and packaging to the anticipated delivery of a dial-up pizza” and that the company was “failing to observe the spirit as well as the letter of the rules”. The Simpsons is broadcast between 7 pm and 9 pm in “peak viewing hours for children”, according to NHF.
Ofcom examined the four episodes of the Sky show broadcast on 30 January transmitted back to back and found the total 16 sponsorship credits consisted of “a loose narrative” showing two men watching TV, ordering a pizza and representations of a pizza being made and despatched. The closing frame of each credit contained the words “Domino’s Delivery Service” and the order telephone number.
The findings have been argued and have said that these credits do not breach the rules, also adding that the audience of The Simpsons is not exclusively children and that adults actually comprise 72% of a typical shows audience.
Ofcom investigated the claims of the simpsons actually being viewed by a higher percentage of adults and stated that in the first quarter of 2008 the actual audience under 16 for The Simpsons was 81 per cent higher that the average expected for a multi-channel audience and so advertising in or around the programme was subject to the rules on HFSS products.
Domino’s ended its sponsorship of the programme ‘The Simpsons’ at the end of last year.
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