ISBA boss calls on Gov’t to seize initiative on obesity

Incorporated Society of British Advertisers (ISBA) director-general Malcolm Earnshaw is calling on the Government to stop blaming advertising for the growing obesity crisis and instead to start investing money in public education campaigns to promote healthy living.

He is also urging the Government to explore partnerships with food manufacturers and to use “advertising properties” such as Walkers brand spokesman Gary Lineker and McDonald’s mascot Ronald McDonald to deliver healthy-eating messages.

Earnshaw says: “The advertising industry is anxious to participate fully in the challenges of the food and health debate, for instance through delivering messages on product packaging.

“A self-regulatory code for advertising already exists, but it is for the Government to lead the way and to use advertising as a positive force to educate consumers about diet and lifestyle.”

His remarks follow the publication of the Food and Drink Federation manifesto this week, which set out agreed commitments on informative labelling; reducing sugar, fat and salt levels in food; and the discussion of concerns relating to advertising to children.

“If the Government can produce a road-safety ad campaign, it can also use advertising to motivate consumers to lead a healthy lifestyle. Food advertisers have already flagged up the opportunity to use characters such as Ronald McDonald and Gary Lineker to convey such messages to consumers,” adds Earnshaw.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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