Ofcom To Crack Down On Fast Food Advertising
Culture Secretary, Tessa Jowell, has revealed plans to call on new super-regulator, Ofcom, join the fight against obesity by drawing up a tough code to police fast food advertising to children.
Jowell said in an interview with the Guardian that she was worried about the “growing crisis of obesity in children” and would call on Ofcom to examine the “inadequate code” that currently regulates this type of advertising.
She explained that she wanted the current codes tightened up “in the light of the emerging evidence about the impact of advertising, and expressed “hope that it will reflect the willingness of the food manufacturers to promote healthy eating.”
The Government is currently holding an inquiry into the growing problem of obesity and is considering the possibility of cracking down on advertising fast food products after the latest figures revealed that around 24 million Britons are currently considered overweight (see Food Advertising To Children Could Face Ban).
Options proposed by the Food Standards Agency include setting criteria for independent broadcasters on the number and type of adverts for less healthy foods, a ban on food commercials during pre-school programmes and restricting the use of celebrities to persuade children to buy food that is high in sugar or salt.
Recent research from the Food Standards Agency has also fuelled calls to ban the promotion of fast food, sugary drinks and snack brands through television advertising and sponsorship, by proving the link between food commercials and children’s deteriorating eating habits (see Junk Food Ads Found To Influence Children’s Diets).
The advertising industry is highly opposed to any type of ban on fast food commercials and Andrew Brown, director general of the Advertising Association, recently called instead for a long running campaign to promote healthier lifestyles (see Advertisers Warn Against Ban On Fast Food Commercials).
He claimed the introduction of such a ban would prove ineffective and could lead to a reduction in quality television programmes for children. He also said that evidence in other countries where advertising had been outlawed showed that manufacturers often resort to price competition.
However, a growing number of brands are becoming aware of the need to combat the growing problem of obesity and children’s deteriorating eating habits. Coca-Cola recently revealed plans to stop aiming its television commercials at children under the age of twelve and Heinz announced a ban on advertising to pre-school children following a review of its global marketing strategy (see Coke Promises To End Advertising Aimed At Children).
DCMS: 020 7211 6200 www.dcms.gov.uk
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