Skip to main content Accessibility help
×
Home

The impact of Regulation (EC) 767/2009 on the practice of feed advertising in Europe

  • G. Kavanagh (a1), K. Pentieva (a2), J. Kennedy (a1) (a3) and C. A. Moran (a2) (a4) (a5)

Summary

A drive to promote European feed market competitiveness saw the introduction of Regulation (EC) 767/2009 which addresses the placing on the market and use of feed within the European Community. The aim of this study was to determine if the feed industry has changed their advertising practice since the introduction of the Regulation, particularly in reference to Article 13 which sets out the requirements for the use of claims on animal feed. A content analysis of feed material advertisements in nine major EU based feed industry journals, representing all major animal production species, was conducted (n = 822). Relevant advertisements incorporating a time period of one year before and after the enforcement of the Regulation were included. Advertisements were assessed for the level of information provided and the use of claims. The study indicated that there has been a decrease in the provision of information cues on feed advertisements since the Regulation came into being (from 2.5 cues to 1.7 (SEM = 0.56, p < 0.001)). Furthermore, the appearance of certain claims also showed reductions in frequency (reduction in claims relating to improvements in the environmental (χ2 = 4.7, p < 0.05), the nutritional needs of the animal (χ2 = 9.7, p < 0.01) and the effect on the performance of the animal (χ2 = 4.2, p < 0.05)). It is possible that despite the intention to inspire innovation in the food industry, the Regulation may be motivating a more cautious approach to the advertising of feedingstuffs in Europe.

Copyright

Corresponding author

Corresponding author: cmoran@alltech.com

References

Hide All
Al-Olayan, F.S. and Karande, K. (2000) A Content Analysis of Magazine Advertisements from the United States and the Arab World Journal of Advertising, 29: 6982.
Abernethy, A.M. and Franke, G.R. (1996) The information content of advertising: a meta-analysis. Journal of Advertising, 2: 117.
Commission of the European Communities. (2000) White Paper on Food Safety (COM (1999) 719 final), Brussels, pp. 1–52.
Cutler, B.D. and Javalgi, R. (1992) A cross-cultural analysis of the visual components of print advertising: The United States and the European Community. Journal of Advertising Research, 32: 7180.
European Court of Human Rights. (2002) Stambuk v. Germany (Judgement of 17 October (2002), Application no. 37928/97).
Federation Europeene des Fabricants D'Ailments Composes Pour Animaux FEFAC. (2009) Feed and Food Statistical Yearbook 2009. (online) Available at http://www.fefac.org/statistics.aspx
Fico, F.G., Lacy, S. and Riffe, D. (2008) A Content Analysis Guide for Media Economics Scholars. Journal of Media Economics, 21, 114130.
Gerhard, D., Brem, A., Baccarella, C. and Voight, K. (2011) Innovation management and marketing in the high-tech sector: A content analysis of advertisements. International Journal of Management, 28: 330348.
Graham, J.L., Kamins, M.A. and Oetomo, D.S. (1993) Content Analysis of German and Japanese Advertising in Print Media from Indonesia, Spain, and the United States. Journal of Advertising, XXIII: 515.
Kassarjian, H.H. (1977) Content analysis in consumer research. Journal of Consumer Research, 4: 818.
Klaus, B. (2011) Distinction between Feed Materials and Feed Additives in Consideration of the General Principles of Law. European Food and Feed Law Review, 1: 115.
Lombard, M., Snyder-Duch, J., Bracken, C.C. (2002) Content analysis in mass communication: Assessment and reporting of interceding reliability. Human Communication Research, 28: 587604.
Mathijsen, P.S.R.F. (2010) A guide to European Union Law: As Amended by the Treaty of Lisbon, London: Sweet and Maxwell.
Meisterernst, A. (2010) A learning process? Three years of Regulation (EC) No. 1924/2006 on nutrition and health claims made on foods. European Food and Feed Law Review, 2: 5972.
Pappalardo, J.K. and Ringold, D.J. (2000) Regulating commercial speech in a dynamic environment: Forty years of margarine and oil advertising before the NLEA. Journal of Public Policy and Marketing, 19: 7492.
Parker, B. J. (2003) The Use of Nutrient Content, Health, and Structure/Function Claims in Food Advertisements. Journal of Advertising, 32: 4755.
REGULATION (EC) no 178/2002 of the European Parliament and of the Council of 28 January 2002 laying down the general principles and requirements of food law, establishing the European Food Safety Authority and laying down procedures in matters of food safety (2002) Official Journal of the European Union, OJ L 31/1
REGULATION (EC) no 1831/2003 of the European Parliament and of the Council of 22 September 2003 on additives for use in animal nutrition (2003) Official Journal of the European Union, L 268/29
REGULATION (EC) No 1924/2006 of the European Parliament and of the Council of 20 December 2006 on nutrition and health claims made on foods(2006) Official Journal of the European Union, OJ L 12/3
REGULATION (EC) No 429/2008 of the European Parliament and of the Council of 25 of April 2008 on detailed rules for the implementation of Regulation (EC) No 1831/2003 of the European Parliament and of the Council as regards the preparation and the presentation of applications and the assessment and the authorisation of feed additives Official Journal of the European Union, OJ L 133/1
REGULATION (EC) No 767/2009 of the European Parliament and of the Council of 13 July 2009 on the placing on the market and use of feed, amending European Parliament and Council Regulation (EC) No 1831/2003 and repealing Council Directive 79/373/EEC, Commission Directive 80/511/EEC, Council Directives 82/471/EEC, 83/228/EEC, 93/74/EEC, 93/113/EC and 96/25/EC and Commission Decision 2004/217/EC OJ L 229/1
Resnik, A. and Stern, B.L. (1977) An analysis of information content in television advertising. The Journal of Marketing, 41: 5053.
Scholten-Verheijen, I. and Tychon, H. (2010) The Marketing and Use of Feed – a new Regulation. European Food and Feed Law Review, 3: 156165.
Stern, B.L., Krugman, D.M. and Resnik, A. (1981) Magazine advertising: An analysis of its information content. Journal of Advertising Research, 21: 3944.
Tansey, R., Hyman, M.R. & Zinkhan, G.M. (1990) Cultural themes in Brazilian and US auto ads: a cross-cultural comparison. Journal of Advertising, 3039.
Tebbey, P. (2004) An exploratory content analysis of pharmaceutical ads in journals targeted to paediatricians. The Marketing Management Journal, 14: 138152.
Trunk, W. (2009) Better regulation, simplification and modernisation of the EU-legislation in the area of food safety. European Food and Feed Law Review, 2: 130134.
Wildman, S.S. (2006) Paradigms and analytical frameworks in modern economics and media economics, in: ALBARRAN, A.B., CHAN-OLMSTED, S.M. and WIRTH, M.O. (Eds) Handbook of media management and economics, 6790. (Mahwah, NJ, Lawrence Erlbaum Associates, Inc).
WTO. (2010) International Trade Statistics 2010. (online) World Trade Organisation publications. Available at: http://www.wto.org/english/res_e/statis_e/its2010_e/its10_toc_e.htm

Keywords

Type Description Title
WORD
Supplementary materials

Kavanagh Supplementary Material
Table S1

 Word (22 KB)
22 KB

The impact of Regulation (EC) 767/2009 on the practice of feed advertising in Europe

  • G. Kavanagh (a1), K. Pentieva (a2), J. Kennedy (a1) (a3) and C. A. Moran (a2) (a4) (a5)

Metrics

Full text views

Total number of HTML views: 0
Total number of PDF views: 0 *
Loading metrics...

Abstract views

Total abstract views: 0 *
Loading metrics...

* Views captured on Cambridge Core between <date>. This data will be updated every 24 hours.

Usage data cannot currently be displayed