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

Published online by Cambridge University Press:  04 March 2013

G. Kavanagh ,
K. Pentieva ,
J. Kennedy  and
C. A. Moran
G. Kavanagh
Affiliation:
Alltech Ireland, Sarney, Summerhill Road, Dunboyne, Co. Meath, Ireland
K. Pentieva
Affiliation:
School of Biomedical Sciences, University of Ulster, Coleraine Campus, Cromore Road, Coleraine. BT52 1SA. Northern Ireland
J. Kennedy
Affiliation:
Alltech Ireland, Sarney, Summerhill Road, Dunboyne, Co. Meath, Ireland UCD Geary Institute, University College Dublin, Belfield, Dublin 4. Ireland
C. A. Moran*
Affiliation:
School of Biomedical Sciences, University of Ulster, Coleraine Campus, Cromore Road, Coleraine. BT52 1SA. Northern Ireland School of Agriculture, Food Science and Veterinary Medicine, University College Dublin, Belfield, Dublin 4. Ireland Alltech France, 25 rue Greffulhe, 92300 Levallois-Perret, France
*
Corresponding author:[email protected]
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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.

Keywords

Marketing of Feed RegulationArticle 13 claimsInnovationContent analysis
Type
Original Research
Information
Journal of Applied Animal Nutrition , Volume 1 , 2012 , e4
Copyright
Copyright © Cambridge University Press and Journal of Applied Animal Nutrition Ltd. 2013 

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