Tighter junk food ad regulations vital, claims report
tighter restrictions on advertising junk foods in order to properly
tackle obesity.
The University of Sussex report said that improvements in health education are not sufficient to tackle the crisis in Europe, and has recommended a raft of initiatives.
"Just telling people how to be more healthy will not solve the growing problem of obesity in the UK," said project leader Professor Erik Millstone.
"The UK and other European governments need to take several steps to make it much easier for citizens to have healthier diets and lifestyles. A coherent set of government policies is needed, or the problem will only get worse."
According to the authors, more than 200 leading representatives of farmers, retailers, consumer groups and health and fitness organisations and policy-makers across the UK and eight other European countries were interviewed. The study, entitled PorGrow, showed that improved and compulsory food and drink labelling was seen as essential, even by representatives of the food industry.
The most controversial measure recommended is a restriction on the marketing and advertising of certain categories of food and drink, especially to children and young people.
"While advertising industry representatives were amongst those least enthusiastic for that option, a large majority of other stakeholder groups, including some companies in the food chain, favoured tighter controls and a comprehensive ban on the advertising and marketing of unhealthy foods and drinks, especially to children and young people," said Millstone.
This is indeed a contentious issue. Ofcom, the UK's broadcasting watchdog, recently commissioned research from Opinion Leader Research (OLR) to assess consumer responses to Ofcom's consultation proposals that set out potential new restrictions on advertising of food and drink products to children.
The report said that while the idea of a pre-watershed ban was raised spontaneously in most sessions, participants did not consider the option fully as the evidence was not provided to them.
The UK's Food and Drink Federation however insists that consumers don't want a 9pm watershed on food advertising to children.
"The majority of participants in Ofcom's focus groups feel this would impact on adult viewing too much and want a more moderate approach," said FDF's director of communications Julian Hunt.
Consumer group Which? however disagrees with the FDF's assessment of the report, and is demanding action. Along with 23 other organisations, it has written to Ofcom demanding the introduction of a 9pm watershed.
"Advertising has a proven effect on children's food choices," said Which? chief policy adviser Sue Davies. "Irresponsible advertising on TV is an uninvited guest in our homes, contributing to the growing national obesity crisis."
According to the University of Sussex report, almost all stakeholders agreed that four policy options would be poorly accepted and unlikely to be effective. These were: taxes on junk foods and/or subsidies on relatively healthy foods, the increased use of synthetic sweeteners or fat substitutes, the use of physical activity monitoring devices such as pedometers, and the use of medication for weight control.
"Stakeholder views are an essential component of policy-making, along with scientific evidence and expert opinion. When all three coincide - as they do here - then there is no room left for doubt," said Dr Tim Lobstein of the International Obesity TaskForce.
"Every year at least 20,000 more children and 200,000 more adults in the UK will become obese. Now is the time for government action."
