Advertisers hail 'once-in-a-generation' chance to beat obesity
23 Jul 2008
ISBA’s Director General Mike Hughes hailed today’s announcement by the Advertising Association of a concerted drive by government and business to tackle Britain’s obesity crisis as “a once-in-a-generation chance” to beat the problem.
He added: “Advertisers have today taken the lead with media owners and agencies to develop a positive, proactive approach to help solve the problem.
“This builds on the work that advertisers have undertaken in Europe in committing to the EU pledge on food advertising, spearheaded by the World Federation of Advertisers and ISBA.“Harnessing for the greater good the resources of business, the influence of advertisers and the sheer clout of Government has created a powerful coalition for change.
“As advertisers, we want to use the very real skills and talents of our own industry to reinforce and amplify the Government’s renewed advertising and marketing campaign.
“Rather than blaming advertising for society’s ills and smothering one of Britain’s most successful creative industries, today’s announcement is a positive recognition that Government and business can work best when they work together.”
