Advertising industry calls for clarification from government on white paper

At the FAU Ninth Annual conference today, ‘Obesity: Is food advertising increasingly part of the solution?’, it was confirmed that the food advertising proposals in the White Paper lacked clarity. A Government spokesperson for Department of Health said that the triggers for legislation restricting advertising in 2007 would be based on changes in the ‘nature and balance of food promotion’.

It remains however unclear whether and how the Government intends to assess the effectiveness of measures against changes in children’s food preferences as well. Jeremy Preston, Director of the Food Advertising Unit said, “This is really important for industry to understand – if we want to succeed, and if our success is to be monitored, we need to understand what success means. With regulators, we can deliver a code that will change the way food is promoted, but we cannot deliver changes in food preferences simply through restrictions in advertising. All agree the effect is modest anyway and too many other factors are more important in determining food preferences.”

The Government representative agreed that there was a lack of detail in the White Paper proposals, and that discussions would defuse any ambiguities. The first priority for Government had been to publish the White Paper, now clarifying the criteria for success would be “an early task”.

Jeremy Preston added “we want to work with Government on tackling obesity, and we look forward to discussing the important detail with them and regulators.”

Speakers from the US, Ireland and France showcased the differing ways of approaching the issue. The lesson that emerged was that unless Government works in partnership with industry, on a clear, mutually-agreed and achievable strategy, there will only be ineffective political solutions which create difficulties in interpretation and application.

Presentations from a number of companies demonstrated the power that brands could bring in conveying important lifestyle messages to the public. This exemplified the value of working with industry, but also the potential for constructive actions following the White Paper.

In his address to the conference, Dr Ian Campbell, President of the National Obesity Forum, said that self-regulation was preferred to legislation. He called on industry to work with other important stakeholders to drive activities forward. “If we join forces, we might start to make a difference”. He proposed the idea of a National Obesity Institute, supported by voluntary, national, Government and commercial organisations as an important and constructive way forward.

“Industry has consistently said it wants to be part of the solution” said Jeremy Preston “and we will actively consider such proposals.”

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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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