Food agency considers guidelines for kids food

the food industry to develop guidelines on the labelling and promotion of foods directed at children.

To this end, the agency commissioned Ruth Foulds Qualitative Research to prepare a report on the subject.

The primary objectives of the research were to investigate concerns about the promotion of food to children and its impact on behaviour; to explore attitudes to the different methods of promotion; to identify changes in practice parents would consider helpful in promoting healthy eating.

A secondary objective was to explore head teachers' attitudes to food manufacturer/ retailer promotions in schools.

The research was conducted across the U.K., with fieldwork run in England, Wales, Scotland and Northern Ireland. Interviews were conducted with families with children aged two to 14 years. Researchers accompanied families while they grocery shopped, and follow-up visits were made to the family home, with a look through food cupboards and interviews with members of the family. The survey concluded that promotions are not seen as having a strong detrimental effect on food shopping or on children's eating. Indeed, they may be seen as making some positive contribution in these areas. The exception is the depiction of unhealthy food as healthy that arouses strong feelings.

It recommended that information identifying high fat, high sugar, high salt and artificial additives content should have greater emphasis in promotional materials and on labels, for example by use of front of pack labelling and/or easily identifiable symbols.

Alternatively, or additionally, the FSA should run a campaign encouraging parents to read labels. It is also recommended that the FSA be given a high profile as public advisor on health, nutrition and diet.