ISBA, the trade body that represents British advertisers, has responded to a report from the British Heart Foundation (BHF) that found parents were being pressurised into buying junk food.
BHF’s report found that more than 70% of parents with children between four and 16 years of age had been pressurised into buying junk food that their children had seen advertised on television.
Ian Twinn, director of public affairs at ISBA, said: “This is the latest in a series of press releases from medics and campaigners. They address a serious issue about which most people agree. There is room for concern about childhood and adult obesity and levels of people being overweight. Sadly the debate then breaks down for two simple reasons. First, campaigners seem convinced that foods can be called ‘junk’, very few foods are. Secondly, the prescribed solutions, usually ad bans or exiling ads to late night, are placebos, which if taken seriously will not make people thin but have nasty side effects.”
ISBA argued that childhood obesity fell by more than 16% among boys in 2011, and by 15.9% among girls, citing 2013 statistics from The Health and Social Care Information Centre.
“Advertisers and others agree that for some people there are ‘junk diets’, which when combined with a lack of exercise adds to the problem. We have and will continue to work closely with government and NGOs through the Responsibility Deal. Brands have shown they are prepared to go above and beyond our strict rules to advertise responsibly with our children’s health in mind.
“The UK has one of the tightest ad 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 and broadcast rules which the ASA enforces are clear, open and kept up to date as evidence emerges.
“I make no apologies for repeating that there is no such thing as junk food, only junk diets, we need to continue educating children and parents on the issues of a healthy and responsible diet. The advertising industry is committed to this, but are the campaigners?”
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