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The Industry position on the debate…
- The industry is committed to being part of the solution and has proposed strict new rules on food and soft drink advertising to children in its Package 4;
- Advertising is only one of many influences with a modest impact on children’s food preferences - restrictions must be proportionate to the evidence;
- Inspiring people to make a voluntary change to their behaviour is the key to overcoming the growing trends on childhood obesity – we need positive messages.
The media hype…
- The use of the term “junk food” by the consumer groups and the media has conditioned the debate to the extent that it has become polarised and opinion rather than evidence-based;
- The key problem is about “junk diets” not “junk foods” and the imbalance between calories in and out;
- There has been an orchestrated campaign by consumerist groups for a pre-9pm watershed ban and, as a result, the facts have been lost in the noise of the debate.
The facts of the debate…
- Advertising only has a modest, direct effect on children’s food preferences;
- The Government has consistently stated that it wants advertising restrictions but not a ban;
- Consumers want Ofcom to take a more moderate approach given the relative impact of advertising;
- Whilst important, advertising restrictions will not be a ‘quick fix’ solution to obesity;
- The Government is focused on primary school children, recognising their vulnerability at this age.
The media, new rules…
- The content proposals would have a significant impact, including prohibiting licensed characters, celebrities and promotional offers in ads targeted directly to children at any time;
- These new rules would be legally binding on the industry and probably the strictest in the world;
- The industry has committed to transposing these into the non-broadcast self-regulatory code as proposed. These will be binding on the industry and not “voluntary”.
- The Government will monitor the changes in expenditure, volume and content in 2007.
Further information…
- Please contact Suzanne Edmond on or Sue Eustace on 020 7340 1100 or 07736 729422 (out of office hours).
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