AA responds to recommendations made by FSA

The Advertising Association (AA) has today responded to the Food Standards Agency (FSA) recommendations concerning their proposals on promotional activity and children’s diets that they will discuss at their public Board meeting tomorrow.

Acknowledging the importance of tackling the issue Andrew Brown, the AA’s Director-General, said that the FSA’s emphasis on regulatory restrictions on advertising and promotional activity by food companies would do little to bring about a fundamental shift in people’s diets, lifestyles and the observed increase in the trend of obesity. He considered that what was needed was attitudinal and behavioural change.

The AA welcomes initiatives that seek to use the expertise and skills of the advertising industry as a force for good, particularly in communicating specific messages to specific groups. Brown added:

“Consumer awareness of the problem has never been higher, but behavioural change is not happening and this clearly needs to be addressed. Actions and activities are required to improve children’s diets and create healthy lifestyles. This is of particular relevance to the issue of obesity where the concern is ensuring a balance between ‘calories in’ and ‘calories out’. We do not believe, for example, that the FSA proposal to curtail already limited resources devoted to sport and physical activity by new restrictions on brand sponsorship of sporting events will be helpful to tackling obesity in the long-term.”

Brown also questioned the FSA’s proposal that foods should be divided into “healthy” and “less healthy” products, observing:

“In the context of fussy eating, fad dieting and other eating disorders that are increasing among children, we don’t believe this would be a helpful move. Rather we believe that every food can contribute to a balanced diet, but that everything should be consumed in moderation.”

In addition, Brown queried the FSA’s focus on restrictions for advertising and promotions, noting:

“The spin surrounding the launch of the Hastings review has created a public impression that advertising is to blame for the obesity crisis. Yet the research quoted in the Hastings review consistently points to advertising being a minor influence on food choice relative to other factors, including parents, price and taste, and Hastings admits in his report that he has not found a link with overall diets and obesity at all. It is argued that the cumulative effect of advertising is leading to poorer diets. This does not fit, however, with the fact that the total amount of money spent on advertising food has consistently fallen over the last fifteen years, from around 15% of all advertising in 1986 to around 9% in 2002. Doing nothing to tackle obesity is not an option, but the FSA recommendations are weighted towards short-term responses that are regulatory or restricting and are unlikely to have any sustained benefits with little mention of the steps necessary to implement the changes in attitudes required.”

“Concerted efforts from all stakeholders are required and should be directed towards getting the public to understand the benefits of a healthy diet and lifestyle, and in also providing ready access to these benefits.”

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Notes to editors

The Food Advertising Unit (FAU), based in the offices of the UK Advertising Association is a centre for information, communication and research in the area of food advertising, particularly television advertising to children. The FAU represents media, manufacturers and agencies with an interest in food advertising.
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