Food industry and FSA go head to head to tackle obesity

The food industry and the Food Standards Agency (FSA)will go head to head next month as both launch major advertising campaigns to support food labelling schemes.

It is understood that the FSA is planning to launch a TV campaign explaining the traffic light system of food labelling, which uses red, amber or green depending on the levels of fat, salt and sugar in a product. The scheme is used by retailers such as Sainsbury’s and Waitrose.

The majority of the food industry does not support the traffic light scheme because there are claims that it demonises certain food groups such as cereals.

It is thought that food manufacturers and retailers including Tesco and Kellogg’s are planning a campaign to support the rival Guideline Daily Amount(GDA) scheme, which has been more widely adopted.

The GDA system, which is used by 21 manufacturers and retailers, shows consumers how much of their daily allowance of salt, fat and sugar a product contains.

The schemes have been introduced in a bid to tackle rising levels of obesity in the UK by offering consumer better information about what food products contain.

It is understood that both campaigns will break in the New Year and will coincide with the introduction of a ban on the advertising of "junk food" around children’s programming.

The plans were announced by Ofcom in November and it is understood that the food industry is considering plans to launch legal action against the regulator’s decision.

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

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