Government U-turn on junk-food ad ban

LONDON - The government is retreating from its threat to impose a ban on junk-food commercials.

MPs, who have repeatedly threatened legislation, are now confident the food and drinks industry will toughen its voluntary code in a way that means a ban is not needed.

The climbdown will disappoint groups campaigning for tougher laws over the marketing of junk food to children.

One senior minister said: "The industry is taking the issue seriously. That is always what we wanted to see. An ad ban is the fall-back option but we don't think we will need it."

The change of heart came as the Food and Drink Federation issued proposals for a tougher code for broadcast ads, which says commercials should "avoid anything likely to encourage poor nutritional habits or an unhealthy lifestyle among children".

The industry agreed ads should not encourage children to buy excessive quantities or to consume a product only to obtain a promotional offer. It also promised further curbs on the use of celebrity endorsement.

Food and drink companies have offered to back the Government's "healthy lifestyle" drive by including its messages on their products.

The proposals stop short of the 9pm watershed previously suggested by MPs, who also want the curbs to extend to press and posters. But they believe the proposals are a good basis for negotiation.

Gavin Neath, the president of the FDF, said its plans showed companies were taking a "responsible approach" to their ads and would bring public health benefits. "Our proposals involve not just money and resources, but also making packaging a medium to deliver government health messages," he said.

The industry has told the government that adspend on food, fast food and soft drinks fell from £973m in 1991 to £737m in 2003.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).