AA Refutes Calls To Ban Food Ads To Kids
The Advertising Association’s Food Advertising Unit (FAU) has condemned Labour MP Debra Shipley’s latest attempt to ban the advertising of junk food to children as an unsatisfactory “quick fix” solution.
Earlier today Shipley introduced a ten minute rule bill which aims to: “ban the advertising of high fat, high sugar and high salt content food and drinks during pre-school television programmes and related scheduling.”
Speaking in the House Of Commons, she said: “My bill will ensure that children’s health is placed before commercial interests.”
Shipley has the support of over 100 MP’s and 90 national organisations, including the National Union of Teachers and the National Heart Forum.
The renewed call to ban ads come as an increasing number of leading health specialists declare that obesity is set to become the public health catastrophe of the decade. As a nation the UK is fatter than its ever been, and childhood obesity is rising to record levels with grave medical consequences some believe could bankrupt our healthcare systems.
The call follows a report from the Food Standards Agency proved the link between food commercials and children’s deteriorating eating habits (see Junk Food Ads Found To Influence Children’s Diets).
However the FAU remains adamant there is no factual evidence that a ban on advertising junk food to children will reduce obesity. It points out that Quebec has had a ban on food advertising for many years but childhood obesity remains unchanged.
The FAU further claims that it is the unhealthy lifestyles of children, specifically their lack of exercise which lies behind this growing crisis.
Commenting on the problem, Jeremy Preston, director of the FAU, said: “The food and advertising industries do acknowledge that the trend in overweight and obesity amongst children has to be addressed and wish to contribute to the solution. However, it is vital that any action plan is practical, sustainable, deliverable and achieves quantified goals.”
He continues: “Quick fixes to satisfy certain interest groups will not succeed in reducing levels of obesity amongst children.”
However independent health groups are equally adament that advertising to children needs to be curtailed. Paul Lincoln, chief executive of the National Heart Forum, comments: “For too long, the food industry and advertisers have freely engaged in ever more intensive and sophisticated marketing to younger and younger children while shouldering responsibility for children’s poor eating habits onto parents and attributing weight gain to sedentary lifestyles instead of diet. ”
He continued: “To date, the food industry has failed to respond effectively to the concerns of parents, health professionals and consumer advocates. The government, despite its commitment to improve children’s diets, has proved reluctant to intervene.”
This is not the first time that Shipley has tabled the bill it was introduced earlier this year but it ran out of time (see Set Back For Plans To Ban Food Advertising To Children).
DCMS: 020 7211 6200 www.dcms.gov.uk
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