14 Jul 2003 |

Advertisers To Block Ban On Advertising Food To Children

The Advertising Association has stepped up its opposition to a Private Member’s Bill proposing a complete ban on all food advertising aimed at children under the age of six.

The Bill was first tabled earlier this year by Labour MP, Debra Shipley, who has gained the support of the National Heart Forum and the Parent’s Jury, part of the Food Commission (see MPs Push To Ban Food Ads Aimed At Children).

Commenting on the proposed legislation, Shipley said: “The amount of high fat, high salt and high sugar food and drink that is advertised on TV during children’s scheduling means that existing regulation in no way prevents advertisers from bombarding children with images and jingles related to these types of food and drink. As the ITC has said it can do nothing, it is for the Secretary of State to act.”.

The Bill follows increasing pressure on the Government from consumer groups and leading health organisations to face up to powerful food lobbies keen to protect children’s health. Dr John Reilly, a leading expert on child health, recently warned that childhood obesity in Britain has reached epidemic levels and is on the increase, as children spend an increasing amount of time watching television.

A recent report from the World Health Organisation has claimed that advertising aimed at children is one of the probable causes behind the alarming rise in childhood obesity. While at a recent European Union summit on obesity, a leading doctor claimed that the aggressive marketing of junk food is a “modern evil”, which must be curtailed.

In spite of the rising levels of obesity amongst children the Food Advertising Unit (FAU), part of the Advertising Association, has continued to argue that there is currently no evidence to suggest that food advertising is a cause of obesity.

The FAU is planning a series of fringe meetings at this September’s party political conferences to assess the changing influences on children’s diets.

The threat of the ban follows similar calls to block the advertising of alcohol (see Call For Ban On Alcohol Advertising Meets Stiff Opposition) and comes just months after the Government banned tobacco advertising (see Government Puts Deadlines On Tobacco Ad Ban).

DCMS: 020 7211 6200 www.dcms.gov.uk

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left

Advertisers To Block Ban On Advertising Food To Children

Festive favourites one year on

Media Jobs