Industry figures have reacted with dismay to the news that the Food Standards Agency is retaining the so-called ‘protein cap’ used by Ofcom to restrict food advertising targeting children.

Earlier this week thegrocer.co.uk reported that the FSA was set to retain the controversial restriction, which limits the amount of fat, salt or sugar contained in products advertised on children’s TV.

Yesterday the body confirmed that the protein cap would remain in place despite the recommendations of an independent review that it be dropped.

The Food & Drink Federation has led criticism of the move, with director general Melanie Leech claming the decision raised “serious questions about the agency’s commitment to better regulation”.

“We welcome the fact that the FSA board spent so much time seriously debating this issue but that makes today’s decision all the more disappointing,” Leech said.

“The decision not to remove the protein cap flies in the face of the recommendation of the Independent Review Panel, which has spent two years assessing the effectiveness of the nutrient profiling model. Yet again a proposal has been introduced at the last minute, outside the process of scientific review and stakeholder consultation.

She added: “Looking forward, we have to ask how industry can plan in such an environment of regulatory uncertainty. We will be calling on the FSA to clarify when it expects to base its decisions on science, and when – and on what basis – it will think it appropriate to set the science aside.”

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