‘Biased’ FSA plans anger advertisers

The Food Standards Agency (FSA) is to commission further research on food advertising to children, in a move that has angered the Incorporated Society of British Advertisers (ISBA).

The move comes just six months after the regulatory body commissioned research on the same subject, which concluded that parents do not view advertising as having a negative influence on children’s eating habits.

ISBA is concerned that the FSA has already made an assumption that food advertising and promotional marketing has a negative impact on children. ISBA also claims the research proposals focus on establishing how, and not whether, the FSA should intervene.

ISBA director of public affairs Ian Twinn says: “There are serious concerns over the assumptions that seem to underlie the FSA’s research proposals.”

The FSA was unavailable for comment. A spokeswoman for the Advertising Association says that the FSA has produced a research proposal which is biased towards producing the results the FSA wants, rather than assessing whether or not its view is the right one.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here