30 January 2006 - Responding to Professor Philip James's calls for Government to intervene in the current marketing of foods high in salt, sugar and fat to children, Jeremy Preston, Director of the Food Advertising Unit, comments on the actions that are already being taken by Industry:
"The views of Food Advertisers and Broadcasters are no different from those of Professor James in their wish to tackle successfully the issue of obesity amongst children and adults. Industry is fully engaged in the current reviews to restrict the advertising codes, which are being conducted by Ofcom and the Department of Health-led Food and Drink Advertising and Promotion Forum.
In addition to this, individual Companies and Broadcasters have embarked upon a number of voluntary initiatives and healthy living campaigns independent of the White Paper on Choosing Health. Corporate communications strategies are constantly changing to reflect consumer concerns, with some Companies placing healthy lifestyle messages in the place of the product itself.
Whilst Industry is committed to strengthening existing safeguards, the best way to tackle effectively the upward trends in childhood obesity is through a long-term behavioural change campaign that informs and encourages children and parents to lead active and healthy lifestyles."
He added:
"According to Ofcom’s 2004 analysis an average child only sees five ads every day for any food product out of a possible twenty-eight ads for any product, and only two of these are viewed in children’s airtime. It is therefore important that all responses or code changes reflect this proportionately."