Food Advertising To Children Could Face Ban
The future of food advertising to children has once again been called into doubt after the Government’s food watchdog launched a consultation to tackle the growing problem of childhood obesity.
The Food Standards Agency is inviting consumers to decide whether companies should be allowed to use celebrities to promote fast food, sugary drinks and snack brands through television advertising and sponsorship.
It is understood that supermarkets could be prevented from selling sweets at checkouts and schemes that reward schools with sports equipment for consuming their products could face heavy scrutiny under legislation being considered by the watchdog.
Sir John Krebs, chairman of the Food Standards Agency, told the Sunday Telegraph that “doing nothing is not an option”. He said that childhood obesity was “a health time bomb that could explode” and emphasised that by 2010 it could cost £3.6 billion a year and be a significant factor in the ill health of thousands of people and their families.
Current figures show that around 24 million Britons are considered overweight or obese. The problem is increasing rapidly and obesity among six year olds has doubled in recent years to 8.5% and trebled to 15% in fifteen year olds.
The FSA consultation follows the publication of a report earlier this year which proved the link between food commercials and children’s deteriorating eating habits. It revealed that younger consumers 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).
It is thought that the Department of Culture Media and Sport is reluctant to ban food advertising the children. However, Labour MP, Debra Shipley, recently introduced a ten minute rule bill aimed at banning the advertising of high fat, high sugar and high salt content food and drinks during pre-school television programmes.
The move has been condemned by the Advertising Association’s Food Advertising Unit an unsatisfactory “quick fix” solution. The FAU remains adamant that there is no factual evidence to suggest that a ban on advertising junk food to children will reduce obesity (see AA Refutes Calls To Ban Food Ads To Kids).
Food Standards Agency www.fsa.gov.uk
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