Childhood Obesity: the Government's plan for action.

18 August 2016
Today saw the launch of the Government's Childhood Obesity Plan, which aims to reduce obesity levels and promote a more active, healthy lifestyle amongst children aged 2 to 15.

The government strategy is potentially a tough one for businesses who will have to adopt. It will be a challenge that the industry should welcome.

It is the right approached and a great opportunity for businesses, campaigners and government to work together. The idea of getting parents to understand what a healthy diet is and a healthy lifestyle, is much more important than naming and shaming people for the food they eat. We could go a long way working with government and we could use the power of advertising to reinforce a very positive messages about getting people to understand if they’re eating too much. 

There is an incentive for the food and drinks industry to work on reducing obesity including sugar. Business will realise if they don’t act and we don’t see results in 5 years. Then government will turn to regulation and legislation. In the meantime it is not right to say we are not consulting on HFSS and about advertising.  We are doing exactly that and have done so for the last months. There will be tough new rules about advertising of HFSS foods and rinks using the same nutrition profiling test that already applies to TV. Advertising online, outdoor and in the press will share the same restrictive rules as TV

In response to the children food campaign Ian Twinn Said: It is the government that defines what advertising to children is, not simply the industry.

It was done by Ofcom when television advertising restriction were brought in, the same will apply to the internet and on traditional forms of advertising.

As an industry we have proposed tough new rules ahead of the government strategy.

This is a significant contribution to changing the advertising environment.

Written by Ian Twinn.

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