Governments broad approach in the Change4 Life campaign welcomed
24 Jul 2008
Advertisers back the Government’s plans for driving home the message in Healthy Weight, Healthy Lives. Advertising has a role to play but is not the main factor in obesity.
Advertisers have welcomed the Government announcement of a national movement to tackle obesity and unhealthy lifestyles as part of the Healthy Weight, Healthy Lives strategy. The Chang4Life campaign aims to help people maintain a healthy weight by supporting parents in making healthier food choices for their children and encouraging more activity.
In calling for a national movement, Alan Johnson, the health Secretary, said ‘The problem of obesity would not be solved by finger-pointing or by vilifying the extremely fat.’
Ian Twinn, Director of Public Affairs at ISBA, the voice of British Advertisers said ‘this campaign adopts the broad approach that business has been arguing for. Advertising has its part to play in enabling behavioural change, but many other influences are more significant. We all need to work together. There is no one easy answer.’ ‘
Business is already playing its part,’ said Ian Twinn. ‘Over the whole EU and in the States significant major advertisers have signed up to the food advertising pledge, in the UK we have changed and toughed the advertising codes bringing in some of the most restrictive rules in the world. These rules reached a 100% compliance when tested by the independent advertising regulator the ASA.’
Yesterday the advertising industry unveiled a scheme to give support to the Change4Life campaign, which will be worth £200m over 4 years. The advertising industry plan, involves advertisers, agencies and media working together on above-, below- and online activity as well as on pack and in store treatments and has been brought together by the Advertising Association under the leadership of Peta Buscombe. ‘
None of these schemes can work by themselves’ said Ian Twinn. ‘Government and advertisers agree that banning advertising will not make us thinner and fitter, but reinforcing the key messages about healthy eating, in a balanced diet with a more active lifestyle
