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ISBA's director of public affairs Ian Twinn responded to the latest campaign lead by Jamie Oliver on sugar tax. Let's start with what we all agree
But the clammer for advertising bans, micro management of retailing or serious inflationary price hikes through taxation raise serious questions about the unintended consequences for economic growth, jobs, UK positive welcome to business, to say nothing about the role of government. Obesity is a real issue, tackling it is cause that experts, government and advertisers will all support.
ISBA shares the Food and Drink's Federation opposition to targeted tax and welcomes their support for the detailed work advertisers and our regulator is doing to review the advertising content rules.
It would be very unwise to accept the PHE report's naive reliance on the anti food agenda it seems to have swallowed. Advertising bans in prime adult viewing time will not deliver a thinner or fitter population. But is highly likely to undermine the popular programmes people relax with in the evening, programmes that are funded by the advertising.
Advertisers and ISBA are fully ready to work with government, medical and behavioural experts, and our colleagues in the media and ad agencies to commit to a long term programme to turn around how we live our lives, what we eat and when and how active we are. But we seriously warn that there are no quick fixes. There needs to be a genuinely cooperative approach from government and business, setting long term aims and committing to a stable set of messages in a business friendly way.
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