ISBA Slams “Disproportionate” Food Advertising Plans
ISBA, the representative body for UK advertisers, has responded to Government proposals on food, advertising and children, pouring scorn on the continued focus on advertising and calling for increased action on the social issues at the root of child obesity.
Responding to Government plans set out in the Health White Paper published today, ISBA states that, while it is committed to working to help tackle obesity, it is opposed to advertising bans and severe restrictions as it believes they would be ineffective and disproportionate in relation to the effects of promotional messages on children.
ISBA states that the White Paper, which calls on Ofcom to work with the industry to develop restrictions on advertising of certain foods to children, gives the implication that legislation would follow should the Government believe voluntary restrictions were not sufficient.
Commenting on the Government plans, Malcolm Earnshaw, ISBA’s director general said: “Brand competition supported by advertising is vital to a vibrant economy and ensures business focuses on satisfying consumers. We will continue to play a proactive and full part to ensure the effective development of the self/ co-regulation of advertising and in facilitating media literacy.”
He added: “However, we insist that any proposals to restrict consumer information should be evidence-based and with a high probability of addressing positively public policy issues. In this instance, we believe that the hard evidence suggests such interventions would be both disproportionate and ineffective.”
In particular ISBA states that there is no evidence linking advertising with obesity, claiming that an advertising ban would have no significant effect either in changing peoples diets or in tackling the wider causes of increasing obesity levels.
The industry body states that even a report from the Food Standards Agency in September 2003 cited only one research paper quantifying the direct influence of advertising on any given food choice. ISBA also points to evidence from Ofcom that advertising has a very minor influence on diet and that a ban would be disproportionate and ineffective (see Ofcom Rules Out “Ineffective” Ban On Junk Food Ads).
According to ISBA, the funding brought to TV by food advertising could also be lost, a concern that has previously been raised by the Advertising Association, which claimed that a revised code could cost the advertising industry upwards of £375 million (see Restrictions On Food Advertising Could Cost £375 Million).
Delivering the Health White Paper to the House of Commons today, health secretary John Reid said that the proposals set out would make it easier for people to make healthy choices. He said: “This Government’s role is to help ensure society moves in the right direction – by providing clear information for individuals, working with industry to deliver real progress and where necessary taking decisive action to ensure healthy choices are available to all.”
On the topic of food advertising the White Paper states that the Government is committed to securing, by 2007, a ‘comprehensive strategy for action to restrict the advertising and promotion to children of foods and drinks that are high in fat, salt and sugar covering’ through both broadcast and non-broadcast media, sponsorship, vending machines and packaging.
However, the proposals will be backed by more tangible changes to the current food labelling system, designed to be in place by early 2006 and to provide a clear straightforward coding system that provides at-a-glance information on which foods can make a positive contribution to a healthy diet, and which are recommended.
In addition, health ministers and the Food Standards Agency are leading discussions with the food industry to increase the availability of healthy food, reverse the trend towards bigger portion sizes and introducing targets for the reduction of sugar and fat levels in food.
Yesterday saw the Advertising Association accuse the Government of alienating advertisers and broadcasters in its plans for a ban on junk food advertising, potentially hindering the development of a new code and causing unnecessary problems for those it will affect the most (see Advertisers Alienated Over Plans For Junk Food Ban).
ISBA: 020 7499 7502 www.isba.org.uk
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