Advertisers Unite Against Ban On Junk Food Commercials
Food advertisers are considering funding a new body to promote healthy eating in an attempt to dissuade the Government from imposing a ban on junk food commercial aimed at children.
It is understood that advertisers have been discussing measures the industry could take to prevent the introduction of restrictive legislation in response to a recent report from the influential House of Commons health committee.
The report attacked the advertising industry for its ‘cynical exploitation’ of pester power in the promotion of junk food and recommended an industry-led, voluntary withdrawal of television advertising of unhealthy food to children (see Advertisers Grilled Over Relentless Junk Food Promotions).
Reports suggest that advertisers will set up a body modelled on the Portman Group, which was formed by Britain’s leading drinks producers to promote the sensible consumption of alcohol. The food version would give advice on nutrition, exercise and healthy lifestyles.
The Food Advertising Unit of the Advertising Association is understood to have asked Abbott Mead Vickers BBDO, which produces commercials for Pepsi and Walker’s Crisps, to recommend steps that could prevent a ban.
The advertising industry is predictably keen to avoid a ban on the promotion of fast food to children, arguing that such restrictions would be ‘totally ineffective’ in improving people’s eating habits. The FAU has already tried to discredit the health committee’s report by claiming it is based on ‘significant inaccuracies’ and ‘fundamental errors’.
Food Advertising Unit: www.fau.org.uk
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