Advertisers Urged To Use Creativity In Obesity Battle
Culture Secretary, Tessa Jowell, has softened her stance on the promotion of junk food to children and has called on the advertising industry to use its ‘creativity’ to tackle the growing problem of obesity.
Jowell rejected calls for a ban on fast food commercials during children’s television programmes, and said that advertising messages promoting healthy eating could be far more effective than a well meaning Government campaign.
Speaking at the annual ISBA conference yesterday, the Culture Secretary said: “Advertising need not be an adversary of those who want a healthier Britain. Put your products in a context of healthy eating and living. Find more and more ingenious ways to help people find a balance.”
She added: “You’re the people who made condoms sexy in the 80s and 90s. Who have revolutionised the public taste for new foods from every part of the world. You can make more of a difference. You can make more difference than all the well meaning, the best meaning Government campaigns put together.”
Jowell indicated she would let media super-regulator, Ofcom, decide if the current rules governing fast food advertising were adequate in light of the rapidly rising levels of obesity amongst Britain’s children. However, she warned that the industry must demonstrate the ability to keep its “own house in order.”
The Minister’s softline stance will be welcomed by pro-advertising groups which believe that a ban on fast food commercials would lead to a significant reduction in quality television programmes for children (see Advertisers Warn Against Ban On Fast Food Commercials).
Jowell said: “Many of those who shout the loudest for an advertising ban also demand high quality children’s programming, which is of course largely paid for by food advertising. So there are no quick wins here and no easy answers.”
The Culture Secretary emphasised that Government intervention would not be a “single magic bullet” cure for obesity. However, she warned: “You can’t afford to stand still because the danger is that the argument is won by default by those who call for an outright advertising ban.”
Recent research from the Food Standards Agency has fuelled calls to ban the promotion of fast food 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).
DCMS: 020 7211 6200 www.culture.gov.uk
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