Alternative Methods – RAPID´Chromogenic Media
Bio-Rad
FoodNavigator.com reported yesterday on a survey conducted by Which? in September, in which it looked at viewing figures to ascertain the most popular programmes with children and the food adverts positioned around them.
It said that the most popular programmes with kids are not aimed at their age-group, and thus current regulations restricting the exhibition of adverts for high fat, sugar and salt foods (HFSS) around programmes made for the under-10s are ineffectual.
But Julien Hunt, marketing director for the FDF, said that following the implementation of the first stage in regulating advertisements of HFSS in April (relating to the under-10s), the UK is now one of the most heavily regulated markets in Europe.
"The new rules should be given time to take effect," he said. "Calls for bans on advertising around programme popular with families are completely premature."
Indeed, phase two of the restrictions, relating to programmes aimed at under-16s, has yet to come into force.
Hunt also drew on figures from the Advertising Association, which said that there was a significant change in the nature and balance of food advertising to children between 2003 and 2006, resulting in a downward trend in exposure to HFSS food ads.
Moreover, monitoring during the first seven weeks of the under-10s ban indicated that the number of HFSS foods watched by children aged four to nine was almost a third less than in the same period of 2006.
"As the new restrictions are fully implemented for the under 16s there will be further considerable change," it said.
Hunt also said that advertising to children should not be seen as a "magic bullet" to cure the Western world of obesity - it's a complex issue that needs addressing on many fronts, including food formulation, nutrition awareness and education, government policy and physical activity.
The food industry has been making a concerted effort when it comes to reformulation of foods to reduce fat, sugar and salt contend.
According to the FDF recipes for at least £15bn worth of food now have less fat, sugar and salt than they did in 2004.
"In addition, a further £11.5bn worth of products have been launched in 'lower in' versions," said Hunt.
