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EDITORIAL: FSA puts food ads on trial once again.
Nothing causes the industry to wrestle with its collective conscience more frequently than the issue of snackfood advertising to children. Adland's ambivalence is easily explained - as communications professionals, they see the proliferation of children's TV channels as a means to reach a significant but faddish audience. But as parents, they're aware of the dangers of their own children being bounced into unhealthy diets by an abundance of junk-food advertising.
All of which makes it hard for agencies and their food manufacturing clients to provide a robust answer to Food Standards Agency claims that its newly commissioned research has established a direct link between the TV advertising of snackfood and rising levels of obesity among children.
Such 'conclusive' evidence is regularly presented and usually succeeds in generating more heat than enlightenment. What's certain is that nobody in advertising would want their industry to be responsible for a generation of couch potatoes. To succeed would be to destroy the industry's bond of trust with consumers.
Nevertheless, it's essential the industry remains united against any misguided attempt by the FSA to move the Government towards a ban on the TV advertising of food aimed at ...
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