Government To Work With Ad Industry On New Obesity Strategy

The Advertising Association has received a letter from the public health minister Dawn Primarolo stating that the government will look to work in partnership with the ad industry over its new obesity strategy.

The letter was sent in response to a query from the Advertising Association about the government’s intentions.

Primarilo said in the letter: “We welcome the changes that food manufacturers have already made in advertising directed at children, and are keen to strengthen existing partnerships with the food and advertising industries.

“The new obesity strategy will draw heavily upon partnership with a wide range of stakeholders, in which food advertising industries will undoubtedly play a key role.

“We are eager to address all aspects of the obesity problem, working in partnership with the private sector and society in general to make a real impact on the health of our nation.”

The letter’s emphasis on a collaborative process will allay fears that the government could introduce a blanket pre-9pm ban.

Last month, health secretary Alan Johnson proposed that junk food ad restrictions should cover programmes such as The X Factor which appeal to all age groups (see Alcohol And Junk Food Ad Watershed Could Cost Broadcasters Over £250m Annually).

Consumer group Which? has called for a 9pm watershed on junk food, following research from the consumer watchdog that suggested children were still being exposed to these ads during ‘family’ programming (see Which? Renews Call For 9pm Watershed On HFSS Food Ads).

The current ad restrictions, introduced by Ofcom in April, ban ads for foods high in fat, salt or sugar from being shown in or around programmes aimed at, or which appeal to, the under 10s (see Ofcom To Phase In HFSS Restrictions).

Advertising Association: 020 7828 2771 www.adassoc.org.uk