The Government moots further food ad restrictions

The Government is set to further restrict food advertising on TV as it considers whether ads featuring recipes should carry traffic light warnings. The move comes a year after the Food Standard Agency’s nutrient profiling model was introduced.

The nutrient profiling system was developed by the FSA as part of the Government’s strategy to tackle the rising levels of obesity in the UK. The scheme allows Ofcom to establish levesl of fat, saturated fat, salt and sugar in foods and whether they can be advertised on TV.

The strategy aims to improve the balance of food advertised to children on television. The model has been in use as part of Ofcom’s broadcast advertising restrictions since April last year.

The FSA, the Broadcast Committee of Advertising Practice and Ofcom will now consider how the model could be applied to ads featuring recipes follows an independent research that concludes that the nutrient profiling model is “scientifically robust and fit for purpose.”

The move to review whether to extend the traffic light warnings to ads featuring recipes could affect campaigns such as Sainsbury’s “Try Something New Today” featuring celebrity chef Jamie Oliver (pictured) recommending various recipes.

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