28 March 2006

Food Advertising Unit

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The FAU responds to Ofcom’s key proposals to restrict television advertising of food and soft drinks to children

In response to proposed restrictions facing the Food and Soft Advertising and Broadcast Industries (Industry) the Food Advertising Unit has re-affirmed Industry’s commitment to playing its part in tackling the important issue of childhood obesity.

Whilst it is too early to make any judgements on the detail of the Consultation Jeremy Preston, Director of the FAU made the following comments:

“Whilst the issue of obesity is one that concerns us all we must remember that advertising is just one part of a much wider issue. Any restrictions proposed by Ofcom need to heed the hard evidence regarding the effect of advertising and be appropriately proportionate.

“In the last few years, Food and Soft Drink advertisers have made significant progress in making changes to their communication strategies, particularly those to children. In addition, they have made great strides in reformulating products and menus and providing wider choice with the launch of many products lower in sugar, fat and salt.”

“Broadcasters make a major contribution to raising awareness of the importance of healthy diets and lifestyles through a wide range of popular programmes.”

Preston went on to say,

“Government needs to take action in encouraging greater physical activity and introducing a sustained campaign which inspires people to adopt healthier lifestyles.”

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Notes to editors

The Food Advertising Unit (FAU), which operates under the auspices of the UK Advertising Association, is a centre for information, communication and research in the area of food advertising, particularly television advertising, to children. FAU membership represents multi-national food companies, advertising agencies and the broadcast media.
Research shows ‘modest direct’ effects of television advertising on food preference, consumption and behaviour (Ofcom 2004).
Advertising to children (4-15) has declined by declined by 28% since 1999. Obesity levels of children (BMI), aged 2-10 years have risen by 25% over a similar period.

For further information

Please contact Suzanne Edmond or Sue Eustace on 020 7340 1100.

FAU Media Brief - a short overview of the FAU’s key messages (March 2006)

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