For companies whose subsidiaries in Mexico depend on a transnational, the opportunity is also closed for them to join the same line of communication that the parent companies take. If any decide to create a digital experience. in Mexico they might not be deployed. “Companies seek to have the same advertising guidelines in all countries, they are global campaigns to distinguish themselves, they must find spaces for them to coexist with the law,” says the lawyer.
A ‘healthier’ advertising?
For the World Health Organization (WHO), food advertising is a driver of obesity and non-communicable diseases related to food. For this reason, since 2010, the World Health Assembly adopted the set of recommendations on the promotion of food and non-alcoholic beverages aimed at children, which urge member states, including Mexico, to reduce the impact of advertising of processed and ultra-processed foods and non-alcoholic beverages.
The use of characters is an element of emotional connection with buyers, but with this new regulation on advertising, the rules of the game change, leading brands to explore other strategies that compensate it.
For Iván García, associate creative director at Rojo Colectivo, characters are a starting point for differentiation and to characterize the personality of the brands. The challenge, from now on, will be to change communication on all platforms.
“In advertising, let’s say traditional, The communication should be directed to the parents, with messages about the benefits of the products, since they are the ones who made the purchase decision. On other platforms, such as Facebook, it is assumed that they should not be under 13 years of age, and in the case of metaverse or augmented and virtual reality experiences, including applications, it must be specified in the terms of use that it is for users over 12 years,” he says.
Olmedo, from Santamarina + Steta, considers it prudent that companies “keep” the guidelines of their advertising campaigns, in order to demonstrate that they are not directed at minors, in case they want to initiate a process of protection before the new Mexican legislation, which would be a different movement for the companies that took this action in court regarding front labeling.