Food and drink advertising aimed at children is to face strict new controls with a possible ban on “junk” food promotion.
Culture secretary Tessa Jowell intends spearheading a government assault on advertisements she believes are encouraging obesity among Britain’s youngsters.
Meanwhile, the government is also considering a levy on alcohol advertising to fund measures to promote responsible drinking.
Both moves were outlined in the prime minister’s Big Conversation exercise designed to re-connect his
government with public opinion.
In its health section, the Big Conversation report proposed a ban or restrictions on “the advertising of unhealthy food targeted at children”.
Pointing out that obesity had nearly trebled over the last two decades, the report added 22% of adults were now obese.
Within 48 hours of the Big Conversation launch, Jowell revealed she has already asked new communications regulator Ofcom to begin preparing a tougher code on food and drinks ads for children. She dismissed the current code as “inadequate” and directly linked that to the “growing crisis of obesity in children”.
Jowell explained her concerns in an interview with The Guardian newspaper where she disclosed she wants to tighten up the rules “in the light of the emerging evidence about the impact of advertising”.
Also in the health section,the Big Conversation document asked whether the food industry and the Food Standards Agency could do more to cut the amount of salt, sugar and fat in food.
Also proposed is a levy on alcohol advertising with the proceeds funding a campaign to promote responsible drinking among young people.
The day before the Big Conversation was launched, food manufacturers told a Commons Health Select Committee a ban on advertising to children would not work.
Kellogg Europe area president Tim Mobsby said it would be impractical and ineffectual. Quebec and Sweden had both banned children’s TV ads with no perceptible impact on children’s obesity levels.
Mobsby said: “Ads can be used as a force for good, we need to get positive messages into our communications to children.”
She said she hoped she would see “willingness of the food manufacturers to promote healthy eating”.
Bill Doult and Anne Bruce
Culture secretary Tessa Jowell intends spearheading a government assault on advertisements she believes are encouraging obesity among Britain’s youngsters.
Meanwhile, the government is also considering a levy on alcohol advertising to fund measures to promote responsible drinking.
Both moves were outlined in the prime minister’s Big Conversation exercise designed to re-connect his
government with public opinion.
In its health section, the Big Conversation report proposed a ban or restrictions on “the advertising of unhealthy food targeted at children”.
Pointing out that obesity had nearly trebled over the last two decades, the report added 22% of adults were now obese.
Within 48 hours of the Big Conversation launch, Jowell revealed she has already asked new communications regulator Ofcom to begin preparing a tougher code on food and drinks ads for children. She dismissed the current code as “inadequate” and directly linked that to the “growing crisis of obesity in children”.
Jowell explained her concerns in an interview with The Guardian newspaper where she disclosed she wants to tighten up the rules “in the light of the emerging evidence about the impact of advertising”.
Also in the health section,the Big Conversation document asked whether the food industry and the Food Standards Agency could do more to cut the amount of salt, sugar and fat in food.
Also proposed is a levy on alcohol advertising with the proceeds funding a campaign to promote responsible drinking among young people.
The day before the Big Conversation was launched, food manufacturers told a Commons Health Select Committee a ban on advertising to children would not work.
Kellogg Europe area president Tim Mobsby said it would be impractical and ineffectual. Quebec and Sweden had both banned children’s TV ads with no perceptible impact on children’s obesity levels.
Mobsby said: “Ads can be used as a force for good, we need to get positive messages into our communications to children.”
She said she hoped she would see “willingness of the food manufacturers to promote healthy eating”.
Bill Doult and Anne Bruce
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