Advertisers Warn Against Ban On Fast Food Commercials
The advertising industry has warned the Government against combating the growing problem of obesity with a ban on fast food commercials and has called instead for a long running campaign to promote healthier lifestyles.
Giving evidence to the Health Select Committee yesterday, Andrew Brown, director general of the Advertising Association, said: “What is needed in the UK to combat obesity is a long-term commitment to promoting healthier lifestyles, supported by a similar long-term and well-funded advertising campaign.”
The Government is currently holding an inquiry into obesity and is considering the possibility of a ban on advertising fast food products during children’s television programmes. The move follows research from the Food Standards Agency, which proves the link between food commercials and children’s deteriorating eating habits.
However, Brown 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.
Brown told the Committee that advertising could play a positive role in the promotion of healthier lifestyles and warned that: “Any simplistic, knee jerk solution would fail to address the fundamental problem of obesity.”
The latest figures show that around 24 million Britons are currently considered overweight. Obesity among six year olds has doubled in recent years to 8.5% and trebled to 15% in fifteen year olds.
Calls for restrictions to be applied to fast food advertising are intensifying and an influential medical journal has today called on the Government to ban celebrities such as Gary Lineker and David Beckham from promoting unhealthy food.
Advertising Association: 020 828 2771 www.adassoc.org.uk
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