Food industry body the Food and Drink Federation has issued a stinging response to the news that Ofcom has extended restrictions on the advertising of foods high in fat, salt and sugar to the under-16s.
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“Ofcom notes TV advertising has a modest, direct effect on children’s food choices and is only one among many influences,” FDF director general Melanie Leech noted, suggesting that the decision will not in itself reduce childhood obesity. “There are no silver bullets that can be fired at this particular problem,” she said.
“We are disappointed that Ofcom has decided to extend the restrictions on advertising to cover young people. This is a disproportionate response given that the issue has always been about young children – and the industry responded to Ofcom’s initial consultation on that basis,” Leech continued.
Originally, restricted advertising was proposed to protect the under-12s, but Ofcom has extended this following a period of further consultation. Adverts for unhealthy foods will now be prohibited during programming aimed at children under 16-years-old. Restrictions will come into effect for all channels on a phased basis.
However, it has been suggested that the nutrient profiling model adopted by Ofcom is unsound – as products such as cheeses will be affected by the ban. “We are concerned that the regulations continue to be based on a scientifically flawed nutrient profiling model that has rightly come under fire from the media, MPs and nutritionists,” Leech concluded.
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