FAU responds to BMA report on Preventing Childhood Obesity

Responding to a report published by the British Medical Association (BMA) today [22 June 2005] on Preventing Childhood Obesity. Jeremy Preston, Director of the FAU said “The food and soft drink advertisers and the advertising industry recognise that the advertising codes will need to change in response to public policy concerns, but a total ban, as proposed by the BMA, would be disproportionate. Evidence indicates that stricter advertising restrictions would have a limited impact on tackling the rise of childhood obesity. Ofcom’s research last year showed that there was a decline of 22% in food advertising to children over the years 1999-2003, but obesity levels continue to rise.”

He added: “The key to addressing the issue effectively is to encourage behavioural change, which can only be achieved through a holistic approach that informs andencourages people to lead active and healthy lifestyles.“

“Industry is fully engaged on a wide front with a range of initiatives designed to help address childhood obesity. Individual companies have already undertaken a number of positive initiatives including changes in corporate communication strategies, product reformulation and promotion of healthy living campaigns. Industry is keen to contribute its expertise to help Government deliver a positive health campaign.”

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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 or Sue Eustace on 020 7828 2771.

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