Hotline: Sir Martin Sorrell calls on the ad industry

Sir Martin Sorrell has called on the ad industry to respond to changing times with more initiatives to persuade consumers to behave responsibly.

His call came as the Advertising Association moved closer to a partnership with the Government on an action plan to tackle rising obesity levels. Agency representatives, advertisers and media owners met at the AA's London headquarters on Tuesday to discuss what Baroness Peta Buscombe, the AA chief executive, described as "an incredibly powerful initiative".