Ethical advertising

Act 48 of 2008 on the Basic Requirements and Certain Restrictions applying to Commercial Advertising Activities regulates and in theory prohibits advertisements targeting children that would be harmful to their physical, mental, emotional or ethical development.

A study by KidComm in 2008 found that children in the 8-14 age group have HUF 3,300 of pocket money a month, which they spend on soft drinks and sweets. A survey conducted by the National Media and Infocommunications Authority in 2011 showed that children watch television for 3 hours a day at weekends and in this period they see 5.1 ads per commercial break. Mónika Gacsal of Hipp told us that they have a Code of Ethics on advertising, which is in line with WHO guidelines. Univer Product Zrt. also knows and rigorously keeps the regulations laid down in the law. Enikő Nagy of HAMÉ Hungária Kft. informed us that ethical advertising is one for their primary concerns. Import Trade Kft.’s view is that those who plan for the long term on the market have to be honest and credible in their communication.