« First...102030...882883884885886...890900910...Last »

Hindi user guide, film with barcode: Heres how Github is archiving code for a thousand years – The Indian Express

Posted on by

Written by Nandagopal Rajan | New Delhi | Updated: July 31, 2020 6:56:41 pm Heres how Github is archiving code for a thousand years

A few centuries from now, someone could dig up a silver halide film plate in an ancient coal mine in the arctic circle and stare at the code of Microsoft MS-DOS with the same curiosity millennials today have for Egyptian hieroglyphics. The Github Archive Program at the Artic Vault in Norway has just been loaded with a backup of the open source software repository to last at least 1,000 years.

We believe it is worthwhile to preserve all the open source software because so much of our life today depends on open source software, whether it is my cell phone that I use to order groceries or watch a movie or communicate with my family and my friends all around the world, reasoned Thomas Dohmke, Vice President for Special Projects at GitHub.

In a video call with indianexpress.com, Dohmke said the vault in the archipelago of Svalbard, next to the Global Seed Vault, was part of Githubs layered approach to archiving all open source software. The vault deep in the permafrost forms the cold layer, where a snapshot taken on February 2, 2020 (2/2/2020) has been stored. Dohmke said the backup taken on the day was saved on a couple of hard drives and shipped to Githubs Norwegian partner Piql for printing on the film reels. Two weeks back, they shipped the files to the vault, he said, expressing a bit of disappointment at not being able to be there for the occasion because of the Covid travel restrictions. There is also a hot layer which is a live streaming backup. In the warm layer, backups are saved monthly and quarterly.

But planning an archive to last a millennia is much more than a tech challenge. While you need to keep in mind that the tech of today might make no sense to future generations, there is even more basic stuff to consider like the language to use future proof the concept. At GitHub we are all software developers and not archiving experts. So we looked for a panel of advisors and partners who have been advising us for the last year of what the right approaches to archive data would be, explained Dohmke.

So Github is now working with archaeologists, archivists, linguists and scientists to figure out whats the best way to approach the problem at hand. It also gets help from the Long Now Foundation, the Internet Archive, the Software Heritage Foundation, Arctic World Archive, Microsoft Research, the Bodleian Library, and Stanford Libraries, he added.

We looked at who else was doing something similar and found this company in Norway already offering archiving solutions. So we didnt invent the archive, we found someone already doing it. The old coal mine where the vault is situated already has archives from Unicef and the Vatican Library. It is also on a hill preventing any eventuality of flooding with say rising water levels or melting arctic ice. The film reels used in the Github archiving project were stress tested to see if they could survive a thousand years.

To ensure that whoever finds these archives after centuries is able to make sense of the project, Github got advisors from the Library of Alexandria in Egypt to help understand the cues archaeologists and linguists will look for. Another benefit is that the film we have used is readable to the human eye, he explained, so that you do not need compatible tech to make sense of the code itself. Then there is an introductory user guide to the archive, which along with English has Hindi, simplified Chinese, Arabic and Spanish translations. This note gives an insight into what is stored and an index of what is where.

Dohmke said that in a thousand years software development would be very different and people would have forgotten how things are done now and this is why they have provided a tech tree to introduce them to how software development is done now. Its basically like a whole library of books that explain all those basics. So in theory you know in a thousand years you should be able to make good use of all the software in the tech stack that we have today, he explained.

Also, to make it easier to save, the code has been converted into a type of binary barcode that can be decoded without a machine. Even if they have no idea about software development and no idea about technology, they should be able to understand whats in the archives.

While the archive does have forks of software, they have filtered out some specific file types like binary and exe files. All open source code that has had any activity in the last year, or some likes, then they are in the archive, he said on what all has been added in the archive. All that adds up to about 180 film reels and 20 terabytes on hard drives.

The Indian Express is now on Telegram. Click here to join our channel (@indianexpress) and stay updated with the latest headlines

For all the latest Technology News, download Indian Express App.

IE Online Media Services Pvt Ltd

Go here to see the original:
Hindi user guide, film with barcode: Heres how Github is archiving code for a thousand years - The Indian Express

Want to dare to be different? Start here, with SUSE – Armenian Reporter

Posted on by

The old adage in business technology says that no-one ever got fired for choosing IBM. That type of sentiment may well have held water a generation ago, when technology itself was something of a gamble to invest in, and an area only ever really ventured in by the cutting-edge corporate entity, or the generally foolhardy.

Today, choosing a stalwart solution provider might be relatively safe, but in many cases, its not indicative of the type of agility and foresight that todays businesses need. Of course, the older workhorses of technology (think Salesforce and Oracle) still offer significant value to many. Still, no-one ever chose those platforms and vendors to reflect their differences or to better promote their unique offering to markets that are open for disruption. But conversely, organizations today need not choose technology that no-ones heard of, or thats unproven. Theres a significant path being trodden by large, well-established companies that give organizations the type of agility and scalability they crave but without sacrificing stability, security, interoperability, and standards.

In this new age of software and hardware, open-source vendors provide cutting-edge technological platforms on which the next generation of businesses can base their offerings. But underpinning those platforms are the support, security, and developmental momentum that allow companies to become something different, without going out on a limb.

In the webinar above (sign up in the embedded form), the type of tech were talking about gets showcased by SUSE, one of the worlds biggest providers of open source solutions. Open source software already runs the internet, powers the vast majority of all cloud services, and is the technology on which companies base their entire technology stacks. Twenty years ago, people were asking, how can software thats free provide value? Todays business professionals know that open source solutions are superior. Heres why:

The future of software lies in the community of its users, its developers, testers, security overseers, and visionaries. That broad, varied, and resourceful community is only available in the open source arena. In a webinar presented by Brent Schroeder (CTO, SUSE) and Daniel Nelson (VP of Products & Solutions, SUSE), new business theory concepts are laid out, alongside how the balance is struck between open source software capabilities and a commercial mindset.

With the cloud, and the enterprise now being run the open-source way, isnt it time you too learn about the IBM alternatives and dare to be different?

Original post:
Want to dare to be different? Start here, with SUSE - Armenian Reporter

IBM and the University of Tokyo Unveil the Quantum Innovation Initiative Consortium to Accelerate Japan’s Quantum Research and Development Leadership…

Posted on by

TOKYO, July 30, 2020 /PRNewswire/ --Today, IBM (NYSE: IBM) and the University of Tokyo unveiled a landmark collaboration with the launch of the Quantum Innovation Initiative Consortium (QIIC). Expanding from the December 2019 JapanIBM Quantum Partnership initiative, QIIC, aims to accelerate the collaboration between industry, academia, and government to advance Japan's leadership in quantum science, business, and education.

QIIC's main goal is to strategically accelerate quantum computing R&D activities in Japan by bringing together academic talent from across the country's universities and prominent research associations and large-scale industry. The consortium plans to further develop technology for quantum computing in Japan and build an ecosystem to improve student skills and expertise, opening doors to future scientific discoveries and practical quantum applications.

Headquartered at the University of Tokyo, member organizations of QIIC will collaborate to engage students, faculty, and industry researchers with seminars, workshops, and events to foster new quantum business opportunities in Japan. Organizations in agreement to join the consortiuminclude Keio University, Toshiba, Hitachi, Mizuho,MUFG, JSR, DIC, Toyota, Mitsubishi Chemicals and IBM Japan.

These organizations in consortium will also be part of the IBM Q Network the world's first community of Fortune 500 companies, startups, academic institutions and research labs to advance quantum computing and the development of practical applications for it. As part of the network, they will have access to IBM's expertise and resources, and cloud development environment, as well as cloud-based access to the IBM Quantum Computation Center, which includes IBM's most-advanced quantum computers.

In addition to cloud-based access to the IBM's fleet of quantum systems, the QIIC will also have access to an IBM Q System One, a dedicated system planned for installation in Japan in 2021. The first of its kind in the region, and only the second such installation outside of the US, this system along with a separate testbed system to be part of a system technology development lab will support the consortium's goals of next-generation quantum hardware research and development, including cryogenic components, room temperature electronics, and micro-signal generators.

According to Professor Makoto Gonokami, President of the University of Tokyo:

"Society 5.0is the concept of a better future with inclusive, sustainable and a knowledge-intensive society where information and services create value underpinned by digital innovation. The key to realizing this society is to utilize real data in real-time. In order to achieve this, it is necessary to protect and nurture the global environment, an entity of physical space and cyberspace as one, by taking it as a global commons (a concept that encompasses global resources and the ecosystems) which is sustainable and reliable, while the fusion of physical space and cyberspace progresses.

"Quantum technology and quantum computers are indispensable technologies to make that happen. I believe that Japan will play an important role in implementing quantum computing technology to society ahead of rest of the world, and that industry-academia-government collaboration is necessary for this. The QIIC will accelerate quantum technology research and its implementation to the Society 5.0 while firmlysharing each other's wisdom and promoting the close sharing of information."

"Today, I am extremely excited and proud to launch this new consortium that will help foster economic growth and quantum technology leadership in Japan.The QIIC will greatly advance Japan's entire quantum computing ecosystem, bringing experts from industry, government and academia together to collaborate on researchand development," said Dario Gil, Director of IBM Research. "Quantum computing has the potential totackle some of the world's greatest challengesin the future.We expect that it will helpusaccelerate scientific discovery so that we candevelop vaccinesmore quickly and accurately,create new materials toaddressclimate changeor design better energy storage technologies. The potential is massive,andwe will only reach this future if we work together uniting the best minds from the public and private sectors. Universities, businesses and governments have to collaborate so that we can unleash the full potential of quantum computing."

QIIC's members are forging a path for Japan's discovery of practical quantum applications for the benefit of society. The cooperation between industry, academia, and government aims to create a new community for quantum computation research and use cases.

About IBM QuantumIBM Quantum is an industry-first initiative to build quantum systems for business and science applications. For more information about IBM's quantum computing efforts, please visitwww.ibm.com/ibmq.

For more information about the IBM Q Network, as well as a full list of all partners, members, and hubs, visithttps://www.research.ibm.com/ibm-q/network/

About The University of Tokyo

The University of Tokyo was established in 1877 as the first national university in Japan. As a leading research university, the University of Tokyo is conducting academic research in almost all fields at both undergraduate and graduate schools. The University aims to provide its students with a rich and varied academic environment that ensures opportunities for acquiring both academic and professional knowledge and skills.

Media Contacts

Chris Nay [emailprotected]

Miri Yasuhara IBM Japan +81 50 3150 7967 [emailprotected]

SOURCE IBM

http://www.ibm.com

Original post:
IBM and the University of Tokyo Unveil the Quantum Innovation Initiative Consortium to Accelerate Japan's Quantum Research and Development Leadership...

Microsofts plan to scrub carbon out of the atmosphere? Quantum computers – Digital Trends

Posted on by

Quantum computers promise to be game-changers in fields where there are enormously complex calculations to be carried out. Hoping to use quantum computing to address one of humanitys biggest problems climate change investigators from Microsoft Research and ETH Zurich have developed a quantum algorithm they say is able to simulate catalytic processes extremely quickly. In doing so, they claim that it could be used to find an efficient method for carrying out carbon fixation, cutting down on carbon dioxide in the atmosphere by turning it into useful compounds.

At present, synthetic catalytic processes are discovered using laborious trial-and-error lab experiments. Computer simulations are much faster, but modern computers have a difficult job calculating the properties of very complex molecules. By contrast, Microsofts quantum catalytic simulation algorithm reportedly beats existing state-of-the-art algorithms by 10 times; boding well for the transformational possibilities of using quantum computing as a cornerstone of future chemistry.

Our unique approach pushes the boundaries to deliver the promise of quantum computing and to create unprecedented possibilities for our world, Matthias Troyer, distinguished scientist at Microsoft Research, told Digital Trends. Quantum computing is redefining what is possible with technology, creating unprecedented possibilities to solve humanitys most complex challenges. Microsoft is committed to turning the impossible into reality in a responsible way that brings the best solutions to humanity and our planet.

Troyer explained that the advancements in algorithms gained from this research will serve as a springboard for future work. Microsoft is hoping that it will be able to work alongside the chemistry community to find new ways for quantum computers to help develop new chemical processes, molecules, and, eventually someday, materials. The research is available to read via Microsofts blog.

This isnt the first promising quantum algorithm Digital Trends has covered this month. Recently we wrote about a quantum algorithm that could help revolutionize disease diagnosis. However, like all quantum algorithms, it is going to rely on quantum computers advancing sufficiently in order for researchers to be able to gain the most benefit from it. The hardware this will require is another topic Microsoft discusses in the research paper on this work.

More here:
Microsofts plan to scrub carbon out of the atmosphere? Quantum computers - Digital Trends

Google tightens ad rules on hacked information – UPI News

Posted on by

July 31 (UPI) -- Google said Friday it will be more aggressive in countering hacked material and misinformation campaigns than they were in 2016, saying it will penalize websites and advertisers who take part in such efforts.

The changes will go into effect Sept. 1 and will include all advertising. The move would target such information as the Democratic National Committee leaked emails published by WikiLeaks in the run-up to the last presidential season that bedeviled Hillary Rodham Clinton's campaign.

"Today we are expanding our policies to prevent the coordinated spread of disinformation from domestic actors who conceal their identity and illegally obtained materials via ads," Google representative Charlotte Smith said. "We believe these new measures strike the right balance in helping preserve trust in our elections while allowing for robust dialogue and public discourse about current events."

Google's first change will prevent advertisers from concealing their identities by coordinating with other sites or accounts to misrepresent themselves and promote content via ads relating to politics, social issues or matters of public concern.

The Internet giant's second change will sanction advertisers that use illegally obtained information as clickbait or use such information in an ad.

In this case, "illegally obtained" means information gained through the direct result of a hack, or unauthorized access to confidential digital material, like WikiLeaks. Google, though, will not ban ads that discuss hacked materials.

The new rules will also cover ads on YouTube, which is owned by Google.

See original here:
Google tightens ad rules on hacked information - UPI News

Censorship and the pandemic – Echonetdaily

Posted on by

Peter Olson,Goonengerry

It is one thing to have social distancing, but it is another thing altogether, to unjustly inflict total media censorship, in the very mistaken belief, that doing so will save lives or prevent rioting: quite the opposite is the actual case.

The elimination of freedom of speech, under the pretext of protecting people from the new virus, is a clear sign of tyranny being imposed.If invaders had come to bring tyranny through a military invasion, thousands would fight for freedom, but when such tyranny comes in the disguise of public health, no one even notices.

The elimination of evidence-based, rational and reasonable dialogue, solely on the grounds it conflicts with the official government narrative, is not in the public interest. At the first sign of infection, democratic power was rapidly transferred from those elected, to unelected health professionals, who have substantial financial conflicts of interest: trillions of dollars are at stake in expensive drug treatments.

At the event 201 rehearsal of this pandemic (on YouTube), they said the government should suppress all conflicting views; that has now happened. We could have this medical tyranny for the next 20 years will we ever have freedom of speech again?

Keeping the community together and the community voice loud and clear is what The Echo is about. More than ever we need your help to keep this voice alive and thriving in the community.

Like all businesses we are struggling to keep food on the table of all our local and hard working journalists, artists, sales, delivery and drudges who keep the news coming out to you both in the newspaper and online. If you can spare a few dollars a week or maybe more we would appreciate all the support you are able to give to keep the voice of independent, local journalism alive.

Read the rest here:

Censorship and the pandemic - Echonetdaily

Sen. Mike Lee scolds social media giants for ‘heavy-handed censorship’ of conservatives, including Trump – Salt Lake Tribune

Posted on by

Sen. Mike Lee is dangling the possibility of breaking up what he says are monopolies by social media companies like Twitter, Google and Facebook for what he says is their heavy-handed censorship of conservatives including President Donald Trump.

I view your heavy-handed censorship as a sign of exactly the sort of degraded quality one expects from a monopolist, Lee wrote in a letter this week to leaders of the companies.

In any other business, you would never dream of treating your customers the way you treat those with views you dont like. That is, unless you know your customers have no other serious options.

Lees criticism has extra weight because he is chairman of the Senate Judiciary Antitrust Subcommittee, which oversees legislation about monopolies. He announced this week that he will hold a hearing on Sept. 15 on whether Google and other tech giants are stacking the deck in online advertising.

Lee asked the leaders of Google, Facebook, Twitter and Squarespace to answer numerous questions about how and why they moderate comments online and he attacked what he says is their warping of public debate by unfairly silencing many conservatives.

In recent years, conservative voices like The Federalist, PragerU, President Trump, Senator Marsha Blackburn, Senate Majority Leader Mitch McConnell, Donald Trump Jr., churches, religious schools, Christian groups and others have found themselves deplatformed, demonetized or otherwise penalized for expressing their opinions, Lee wrote.

He complained that Facebook, Twitter and Googles YouTube this week each censored video of licensed medical professionals discussing COVID-19.

They removed a video which President Trump had retweeted published by the right-wing Breitbart News that featured a group of people wearing white lab coats calling themselves Americas Frontline Doctors who made dubious claims, including that masks are not needed to fight COVID-19 and that studies saying hydroxychloroquine is ineffective are fake science.

Lee also complained that Squarespace shut down a website run by the same doctors.

While I am not in a position to endorse or refute any of the doctors comments, I believe that we should err on the side of encouraging more speech, not less, Lee wrote.

Fortunately we are not without recourse, Lee warned, adding that as tech companies acquire more competitors, Congress must ensure that our antitrust laws are properly enforced.

So he asked them several questions to account for your conduct and to provide transparency over how you police your platforms.

What content-moderation standards to you employ when you remove content from your platform, where the content does not violate state or federal laws?

If Centers for Disease Control guidance is the basis for removing content regarding COVID-19, is that standard applied consistently? For example, since the CDC says that it is safe for schools to open, do you remove content from your platform that opposes reopening schools?

What are the prerequisites for a content-moderator position at your company? Do you inquire about the political or other beliefs of a candidate before making a hiring decision?

How do you ensure that a content-moderation decision is not influenced by the personal beliefs or political views of the moderator?

Do you coordinate the removal of specific content with other online platforms or competitors?

See the article here:

Sen. Mike Lee scolds social media giants for 'heavy-handed censorship' of conservatives, including Trump - Salt Lake Tribune

Encryption bill pushed by attorney general proposed in House – Washington Times

Posted on by

Encryption legislation being considered in the Senate spawned a companion bill proposed Thursday by Rep. Ann Wagner, Missouri Republican, quickly backed by the nations top federal law enforcement official.

Attorney General William P. Barr applauded Ms. Wagner for offering the House bill, the Lawful Access to Encrypted Data Act, and said he believed it is needed to keep criminals from evading authorities.

The proposal has previously received firm pushback from cybersecurity experts and Silicon Valley, however, who argue it would effectively require companies to build so-called back doors into their products.

Proponents of the proposal reason that encryption allows criminals to operate undetected online by making it difficult-to-impossible for authorities to intercept and decipher their digital communications.

Bad actors, especially child predators and human traffickers, have taken full advantage of warrant-proof encryption and other technological advances to hide their criminal activities from law enforcement at the expense of innocent victims, Ms. Wagner said.

My legislation would require tech companies to help law enforcement access requested data in response to a lawful warrant, incentivize innovation to build environments where lawful access and maximum privacy can coexist and train law enforcement on how to access digital evidence, she said in a statement.

A number of popular online platforms use end-to-end encryption to secure user data, which by design makes it so that messages exchanged among users can only be deciphered by the intended sender or recipient.

Ms. Wagner, Mr. Barr and other critics of this technology have accordingly referred to it as warrant-proof because even a court order can keep authorities from decrypting and deciphering criminal evidence.

But computer scientists and companies that use end-to-end encryption have warned that redesigning those systems to give backdoor access to authorities would seriously compromise user privacy and security.

End-to-end encryption is a necessity in modern life it protects billions of messages sent every day on many apps and services, especially in times like these when we cant be together, Facebook said in the statement last month. Rolling back this vital protection will make us all less safe, not more. We are committed to continuing to work with law enforcement and fighting abuse while preserving the ability for all Americans to communicate privately and securely.

Sen. Lindsey Graham of South Carolina first proposed the bill across Capitol Hill last month with the backing of fellow Republicans including Sens. Tom Cotton of Arkansas and Marsha Blackburn of Tennessee.

Mr. Barr, the head of the Department of Justice, was quick to commend the proposal in statements issued shortly after the bill was introduced last month in the Senate and again this week in the House.

Although strong encryption is vital, we cannot allow the tech industry to use encryption that blinds law enforcement and prevents it from thwarting or investigating serious crimes and national security threats, including terrorist plots, cyberattacks and sexual exploitation Mr. Barr said Thursday.

Survivors of child sexual abuse and their families have pleaded with technology companies to do more to prevent predators from exploiting their platforms to harm children, the attorney general added. Unfortunately, these companies have not done enough, which is why this legislation is needed.

View original post here:
Encryption bill pushed by attorney general proposed in House - Washington Times

Hardware-based Full Disk Encryption Market 2020 Analysis by Geographical Regions, Type and Application Till 2026 with Top Key Players: Seagate…

Posted on by

Hardware-based Full Disk Encryption Market Overview 2020 2025

This has brought along several changes in This report also covers the impact of COVID-19 on the global market.

The risingtechnology in Hardware-based Full Disk Encryption Marketis also depicted in thisresearchreport. Factors that are boosting the growth of the market, and giving a positive push to thrive in the global market is explained in detail.

This report studies the Hardware-based Full Disk Encryption market, Hardware-based Full Disk Encryption (FDE) is available from many hard disk drive (HDD) vendors, including: Seagate Technology, Western Digital, Samsung, Toshiba and also solid-state drive vendors such as SanDisk, Samsung, Micron and Integral Memory. The symmetric encryption key is maintained independently from the CPU, thus removing computer memory as a potential attack vector.

Full-disk encryption is encryption at the hardware level. FDE works by automatically converting data on a hard drive into a form that cannot be understood by anyone who doesnt have the key to undo the conversion.

Get a Sample PDF copy of the report @ https://reportsinsights.com/sample/12347

Key Competitors of the Global Hardware-based Full Disk Encryption Market are: , Seagate Technology PLC, Western Digital Corp, Samsung Electronics, Toshiba, Kingston, Micron Technology Inc, Intel

Historical data available in the report elaborates on the development of the Hardware-based Full Disk Encryption on national, regional and international levels. Hardware-based Full Disk Encryption Market Research Report presents a detailed analysis based on the thorough research of the overall market, particularly on questions that border on the market size, growth scenario, potential opportunities, operation landscape, trend analysis, and competitive analysis.

Major Product Types covered are:Hard Disk Drive (HDD) FDESolid State Drives (SSD) FDE

Major Applications of Hardware-based Full Disk Encryption covered are:IT & TelecomBFSIGovernment & Public UtilitiesManufacturing EnterpriseOthers

This study report on global Hardware-based Full Disk Encryption market throws light on the crucial trends and dynamics impacting the development of the market, including the restraints, drivers, and opportunities.

To get this report at a profitable rate.: https://reportsinsights.com/discount/12347

The fundamental purpose of Hardware-based Full Disk Encryption Market report is to provide a correct and strategic analysis of the Hardware-based Full Disk Encryption industry. The report scrutinizes each segment and sub-segments presents before you a 360-degree view of the said market.

Market Scenario:

The report further highlights the development trends in the global Hardware-based Full Disk Encryption market. Factors that are driving the market growth and fueling its segments are also analyzed in the report. The report also highlights on its applications, types, deployments, components, developments of this market.

Highlights following key factors:

:-Business descriptionA detailed description of the companys operations and business divisions.:-Corporate strategyAnalysts summarization of the companys business strategy.:-SWOT AnalysisA detailed analysis of the companys strengths, weakness, opportunities and threats.:-Company historyProgression of key events associated with the company.:-Major products and servicesA list of major products, services and brands of the company.:-Key competitorsA list of key competitors to the company.:-Important locations and subsidiariesA list and contact details of key locations and subsidiaries of the company.:-Detailed financial ratios for the past five yearsThe latest financial ratios derived from the annual financial statements published by the company with 5 years history.

Our report offers:

Market share assessments for the regional and country level segments. Market share analysis of the top industry players. Strategic recommendations for the new entrants. Market forecasts for a minimum of 9 years of all the mentioned segments, sub segments and the regional markets. Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations). Strategic recommendations in key business segments based on the market estimations. Competitive landscaping mapping the key common trends. Company profiling with detailed strategies, financials, and recent developments. Supply chain trends mapping the latest technological advancements.

Access full Report Description, TOC, Table of Figure, Chart, etc. @ https://reportsinsights.com/industry-forecast/Hardware-based-Full-Disk-Encryption-Market-12347

About US:

Reports Insights is the leading research industry that offers contextual and data-centric research services to its customers across the globe. The firm assists its clients to strategize business policies and accomplish sustainable growth in their respective market domain. The industry provides consulting services, syndicated research reports, and customized research reports.

Contact US:

:(US) +1-214-272-0234

:(APAC) +91-7972263819

Email:[emailprotected]

Sales:[emailprotected]

See original here:
Hardware-based Full Disk Encryption Market 2020 Analysis by Geographical Regions, Type and Application Till 2026 with Top Key Players: Seagate...

Is there any merit in the government’s new crackdown on HFSS ads? – Campaign US

Posted on by

There was no mincing of words from the Advertising Association, IPA, ISBA and IAB UK this week: the governments planned crackdown on the commercial freedoms of food and drink brands goes beyond a slap in the face.

They disregard the evidence including the governments own, the IPAs director general Paul Bainsfair says.

The plans are a draconian and unwarranted action that will hammer both news brands and small advertisers at a time they cannot afford any additional challenges, IAB UKs chief executive Jon Mew says.

Misguided, unfounded and totally ineffective, is the view of the AAs Sue Eustace.

An an ill-thought-out policy that cuts across Treasury efforts to support the sector and risks jobs and livelihoods, commented ISBAs director general Phil Smith last week, before the plans were officially announced.

Boris Johnson may well have seen the light while in hospital, battling for his life against Covid-19, and conscious that his weight was slowing down his recovery. But from one angle, it very much looks like the PM has completed his project, begun in 2016, of transitioning the Conservatives from being the party of business to the party of fuck business.

This situation poses a dilemma to the ad industry in terms of its messaging on the effectiveness of advertising. According to the Food and Drink Federation, the combined impact of the various changes proposed by the government would cut just 17 calories a day from the diet of the average child. But if advertising and sales promotions make so little difference, why should brands bother with them in the first place?

The reality which is that marketing is about encouraging consumers to choose premium brands over cheaper alternatives, as much as driving overall consumption is a difficult one to communicate to a naturally (and correctly) sceptical public.

But even if you agree with Katharine Jenner, campaign director at Action on Sugar and Action on Salt who said that for the more responsible companies, this is an opportunity to build back better, making and promoting healthier options its hard to deny that this policy is something of a mess.

For example, Public Health Englands new campaign launched on Monday is the first time the organsiation has addressed adult obesity to this extent. Encouraging overweight adults to improve their health is a widely accepted way to improve outcomes for those who contract coronavirus, an urgent priority. But the rest of the measures seem more concerned with child obesity an important issue, but one where the benefits to society are very long term.

Then theres the fact that the governments comms have flagged up the additional calories people consume from restaurant meals. This feels like it seems some kind of slogan of its own maybe dont eat out to help out?

The perfect is famously the enemy of the good, though, especially at such a challenging time. So do the governments plans have anything to recommend them?

In what can only be described as the ultimate triumph of hope over experience, I actually thought the government might have come up with something better than this tired old strategy. Obesity is a systemic societal issue and it would take bravery, commitment and a willingness to confront historic social injustice for any progress to be made. Rather than take a step on that long, hard road, they've gone for a watershed ad ban instead. It's an insult to the nation's intelligence, it's destructive to the entire free-to-air broadcasting industry and it's based on zero evidence. So no, I can't see any merit in it.

This is an important issue. Its admirable that the government is prioritising reducing obesity levels may it be a proper legacy long after the shadow of Covid-19 subsides. However, it doesnt feel particularly thought-through. Advertising is already heavily regulated and a ban isnt backed up even by the governments own impact study. Instead, the government should tackle the real endemic problems driving obesity in the UK: a slowing down in social mobility, underfunding in community healthcare, and little real education on nutrition from the classroom and into adulthood. But perhaps admitting to these problems doesnt make quite so catchy a headline.

Boris Johnson is embracing his new mantra dont be a fattie in your fifties with gusto. But a blanket watershed HFSS ad ban is a blunt tool previously disparaged as having the impact of giving up half a Smartie a day. With so many of us tipping the scales towards obesity, success will only come through tipping the scales of responsibility onto the voting public. The future is self-managed healthcare and joint decision-making with healthcare professionals, and it starts with us all being willing to be held accountable for our own health for as long as we can. If we want the NHS as our safety net to continue to function, were going to have to change our habits. Carving a huge slice out of commercially funded broadcasters will not be the recipe for success.

So, it's worth saying up front that I'm not necessarily a fan of banning stuff. I like to think that, by and large, people are sensible, and that, given the right information, people can make the right choices. I'm not, however, always convinced that the ad industry is in the same place, particularly when it comes to regulation. Having come into the industry at the (forgive me) fag-end of tobacco advertising, and watched first hand while smart, likeable people spent serious amounts of time and money working out what they could get away with, this all feels very similar. When we shout DON'T BAN IT YOU CAN'T BAN IT IT DOESN'T EVEN WORK ANYWAY, we come across as toddlers having a toy confiscated when perhaps, if we just learned to play with it sensibly in the first place, we wouldn't need to have it taken off us.

I think it will have some effect, but it has to be part of larger health initiatives. We recently launched a sports nutrition bar, Home Run, with the mission of encouraging people to lead well-balanced, healthy lives. For us, "balance" is the most important part of this and we believe that allowing yourself the occasional treat alongside exercise and healthy eating is the best way of maintaining your health and exercise goals. Cracking down on HFSS ads may help reach this balance but encouraging people to be more active in their day-to-day lives will have the biggest impact.

It's critical that any guidance and advice considers the different circumstances of each family and the children within that household. Living active, healthy lifestyles with balanced diets is vitally important to children's wellbeing. Education and support should consider the voices and needs of each family, and be tailored to provide access and encouragement to positive choices. Our motto, giving kids a voice, means that to be able to do this properly, we need to ensure that the kids are healthy and active and loud otherwise were just paying lip service.

UK shoppers spend more buying food on promotion than any other European country, but the advertising ban on HFSS foods and proposed BOGOF ban misses key facts. The IPM believes that alternative, clearly more challenging options have been overlooked, such as government support in making fruit and veg a cheaper option or subsiding early-stage education around healthy living. Twenty-three per cent of reception age children are overweight or obese, and by year six this rises to 34%, so attention on the trajectory set in early years would, arguably, be a more worthwhile focus, rather than penalising an industry already on its knees.

View post:

Is there any merit in the government's new crackdown on HFSS ads? - Campaign US


« First...102030...882883884885886...890900910...Last »