FAU Warns Against Curtailing Fast Food Commercials
The Food Advertising Unit has warned consumer groups against seeking a quick fix solution for the deteriorating health of Britain’s youth, following a report from the Food Standards Agency linking obesity to advertising.
The FSA report concluded that children are strongly influenced by ads promoting soft drinks, sweets, snacks and breakfast cereals containing sugar (see Junk Food Ads Found To Influence Children’s Diets). The findings are set to place further pressure on the industry over the epidemic level of obesity in young children.
However, the Food Advertising Unit has warned against laying the blame for children’s poor health with advertisers. It also points out the “strict statutory code of practice on TV advertising to children.”
Jeremy Preston, director of the Food Advertising Unit, commented: “Increasing levels of overweight and obesity among the population are a result of imbalance in energy intake and expenditure and is effected by a range of important lifestyle factors, advertising being at best a minor influence.”
He continued: “The problem needs a solution that is practical, relevant and sustainable and not just a quick fix. The advertising industry wants to be part of that solution and will be making informed recommendations when the FSA report has been fully reviewed.”
However, the FAU has taken a conciliatory tone with regards to the report, delaying a full response, claiming that it “has not yet had the opportunity to review closely the findings of the FSA report.”
The FAU further claimed that the report needs professional consideration and a measured response to enable the industry to continue a constructive dialogue with the FSA.
Recent research from the FAU shows 87% of parents don’t believe that food advertising should be banned (see Research Tackles Food Advertising To Children).
Food Advertising Unit www.fau.org.uk Food Standards Agency www.foodstandards.gov.uk
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