Disproportionate threat to advertising is no solution to obesity, says FAU

Despite Government leaks over the last three days, the FAU has had its first sight of the White Paper this afternoon. A detailed response will follow, but our initial view is that the White Paper keeps open the door to discussions between the advertising industry, Ofcom and Government both on advertising codes and promoting healthy living. It proposes action on all forms of advertising including a review of the TV advertising rules. The latter would be led by Ofcom, in discussion with the advertising industry including broadcasters, advertisers and agencies.

"The industry supports strict, evidence-based and proportionate rules in binding Codes of Practice which, unlike legislation, can be reviewed and kept up to date more easily with social change", said Jeremy Preston, Director of the Food Advertising Unit.

“We also welcome the opportunity to have a seat around the table, both in regards to reviewing the codes and in contributing to tackling the issue".

"The Government has threatened to legislate if by 2007 the code changes have not delivered the impact they expect", he said. "However, changes to the codes will not deliver changes in diet, let alone obesity, because advertising only has a modest direct effect on food choice. This looks like window-dressing and is threatening".

"What is really required is coordinated action to create effective and tangible changes that will work. Restricting advertising just because it is a popular political move does not mean it will be successful in tackling obesity. However, the Government has recognised that working with industry on a behavioural change campaign would provide part of the necessary holistic approach to the issue. We look forward to discussing how this can be achieved”.

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Notes to editors

1. 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.

For further information

Contact Suzanne Edmond on 020 7828 2771.

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