ISBA Welcomes Government Stance On Food Advertising
ISBA has welcomed Culture Secretary Tessa Jowell’s recent announcement that she is unsure that a ban fast food commercials aimed at children would combat the growing problem of obesity.
Speaking at the recent Oxford Media Convention, Jowell insisted she was unconvinced that a ban would have an impact on children’s deteriorating eating habits and claimed she would rather work with advertisers to create a long running campaign to promote healthier lifestyles (see Advertisers Warn Against Ban On Fast Food Commercials).
She said: “We need to get out messages about healthier diet and healthier eating. We should all be aware of what a fraught and highly charged debate this is. But I think if the food industry come on board we can have a positive outcome.”
However, ISBA remains concerned that other Government agencies may be inclined to support a blanket ban on food advertising to children amid increasing calls from health campaigners and medical journals for tough restrictions to be applied.
The Food Standards Agency is currently consulting on possible outcomes for action on the promotion of foods to children, following the publication of a study that proves the link between food commercials and young people’s preferences, purchase behaviour and eating habits (see Junk Food Ads Found To Influence Children’s Diets).
The Department of Health is also looking to tackle to the growing obesity problem with a consultation on a broad range of issues, relating to both lifestyles and diet, advertising and the promotion of fast foods.
In addition, media super-regulator, Ofcom, has confirmed its intention to carry out its own research into the impact of food advertising to children and plans to consult on the relevant industry codes and standards (see Ofcom To Crack Down On Fast Food Advertising).
Advertisers fear that the introduction of a wide-ranging ban on fast food commercials could lead to a reduction in quality television programmes for children given that around 40% of their funding comes from food and drink advertising.
However, a growing number of brands are becoming aware of the need to combat the problem of childhood obesity. Coca-Cola recently revealed plans to stop aiming its television commercials at children under the age of twelve and Heinz announced a ban on advertising to pre-school children following a review of its global marketing strategy (see Coke Promises To End Advertising Aimed At Children).
ISBA: 020 7499 7502 www.isba.org.uk
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