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Calls for the television advertising of junk food to be banned before nine o’clock have been met with condemnation by the body that represents UK advertisers.
Earlier this month, politicians in Scotland asked the UK government to consider proposals for “tougher regulations” regarding the promotion of unhealthy foods, receiving the support of The British Medical Association (BMA).
BMA Scotland chairman Dr Peter Bennie said: “The UK government could take decisive action to change the culture of excess that the junk food and alcohol industry promotes, and tougher regulation of advertising would be a positive first step.”
But the Incorporated Society of British Advertisers (ISBA) has refuted claims that restricting junk food advertising would lead to a lower prevalence of obesity and heart-related diseases.
ISBA director of public affairs Ian Twinn said: “Obesity and alcohol abuse are very real concerns for many people in society and we take this very seriously, but [BMA’s statement] is the latest in a series of press releases from medics and campaigners. There is no evidence to suggest what is being proposed deals with the problems at hand.
“The UK has one of the tightest advertising regulation systems in the world. We achieve very high compliance rates. Our independent regulator, the ASA, is an effective and objective means for anyone to complain about advertising. The CAP [Committee of Advertising Practice] and broadcast rules which the ASA enforces are clear, open and kept up to date as evidence emerges.”
In some cases, European countries that tried to tighten regulations on the promotion and sale of high-fat foods have encountered significant obstacles. Denmark could be forced to collect large amounts in unpaid tax from manufacturers if the European Commission decides that the way in which it collected its failed “fat tax” – introduced in 2011 and scrapped just 14 months later – constituted illegal state aid.
Twinn added: “We have and will continue to work closely with government and NGOs through the Responsibility Deal, Portman Group and Drink Aware to promote sensible consumption, regulation and adverts.”
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