Government hints at collaborative approach on food ads

by Darren Davidson, Brand Republic 26-Nov-07, 11:00

LONDON - The ad industry has received a welcome boost in its battle to prevent a pre-9pm junk food ban on TV after the Advertising Association received a positive letter from the public health minister Dawn Primarolo.

The letter, which suggests the government will look to work in partnership with the advertising industry over a new obesity strategy, was sent in response to a query from the Advertising Association about the government's intentions.

Baroness Peta Buscombe, the chief executive of the Advertising Association, had written to health secretary Alan Johnson, after he said ad restrictions on food high in fat, saturated fat, salt and sugar should be extended to cover family programmes such as 'The X-Factor'.

The advertising industry, which has long argued existing Ofcom restrictions go far enough, was alarmed that Johnson's remarks would lead to a far-reaching pre-9pm ban on junk food advertising.

In the letter to Baroness Buscombe, Primarolo discussed the forthcoming report on the obesity crisis due to be published later this year.

She said: "As Alan Johnson's comments reflect, the nature of food promotion to children is a continued matter of interest for the government, and as such the current rules regarding the advertising and promotion of foods high in fat, saturated fat, salt and sugar to children remain under review."

The report will examine how the advertising and food industries industry has responded to the obesity issue and whether there has been any shift in its approach to food advertising and promotion to children.

If the report finds there has not been sufficient progress, it will expect the advertising and food industries to make further changes.

However, the letter suggests that the government will seek a collaborative approach, dampening fears that it may introduce draconian measures in the form of a pre-9pm ban.

The letter said: "We welcome the changes that food manufacturers have already made in advertising directed at children, and are keen to strengthen existing partnerships with the food and advertising industries.

"The new obesity strategy will draw heavily upon partnership with a wide range of stakeholders, in which the food and advertising industries will undoubtedly play a key role."

Buscombe today welcomed the government's letter, in a statement issued by the Advertising Association.

She said: "We welcome this response. The advertising industry is keen to work in partnership with the government and help tackle the problem of obesity in a positive way."