eNews Briefing button

New food ad rules protect advertising freedoms not children's health says NHF

11 April 2007

Commenting on new rules for food and drink advertising to children in non-broadcast media announced today (Wednesday 11 April), Jane Landon, deputy chief executive of the National Heart Forum said the rules drawn up by the Committee of Advertising Practice (CAP) were disappointing and a missed opportunity to protect children's health.

"It is extremely disappointing that CAP has refused to adopt the Food Standards Agency's (FSA) nutrient profiling model. The government objective behind new rules on advertising is to change the nature and balance of food promotion to children. Using the FSA model gives advertisers an incentive to reformulate existing products high in fat, sugar or salt or develop and advertise new products with healthy profiles," said Landon. She added that CAP had failed to address the frequency and volume of food and drink advertising to children. "By simply tweaking up restrictions on ways in which companies advertise sweets, fizzy drinks, snacks and fast food, the rules won't deliver the changes that the government and parents want to see - less advertising for foods high in fat, sugar and salt and more for healthier alternatives."

Landon continued: "It is extraordinary that CAP is proposing rules that are not consistent with Ofcom's broadcast rules. The advertisers are so desperate to ditch the FSA nutrient profiling model, they appear willing to sacrifice the principle of media neutral advertising standards. Different rules for different media will surely create confusion and difficulties for advertisers, regulators and the public alike. If the industry will not self-egulate consistently and effectively, the government must intervene."

Press Contacts

For comment or to arrange interviews, please call Jane Landon or Tim Marsh on 0207 383 7638 during office hours or Jane Landon on 07929 785196.

Notes to editors

  1. The new CAP rules can be accessed at http://www.cap.org.uk/cap/news_events/
  2. In February, the broadcast regulator Ofcom announced new rules governing food and drink advertising to children on television. The FSA model is used to differentiate between foods with a healthy and less healthy nutritional profile, and enables broadcasters to determine which adverts may be shown during periods when children are watching.

 

Related items