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Since its inception in 1995, the FAU has supported or created initiatives that aim to help parents and children understand and use advertising more effectively - examples include the ParentPower series of booklets and the MediaSmart programme for schools.

MediaSmart is currently producing new materials which analyse food advertising. The programme aims to be present in 10,000 primary schools by the end of 2004.

The advertising industry recognises that the increasing incidence of lifestyle-related chronic diseases is cause for concern globally and will need to be addressed through a variety of policy instruments. However, the advertising industry should not be responsible for educating consumers on overall diets and health as this should be the primary role of Government and parents, but it could play a role in helping promote healthier lifestyles.

More on the role of the industry

• Proactive campaigns

More briefing papers

• Advertising to children
• Advertising and diet
• International comparison on advertising food to children
• The Regulatory Framework for children's advertising
• What parents and adults think about advertising to children

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