Adverts promoting foods high in fat, salt and sugar to young
people should be matched by messages selling a healthy diet,
according to the Foods Standards Agency.
The FSA has agreed an action plan to tackle the UK’s
obesity epidemic among children, which includes calling on
celebrities to promote healthy food options.
John Krebs, the agency’s chair said government
departments, parents, the food and advertising industries and the
sporting heroes and celebrities that children look up to all have a
part to play in improving children’s diets.
The FSA strategy includes developing guidance for the food
industry on reducing the amount of fat, salt and sugar in products
aimed at children and better labelling so consumers can more easily
identify healthy options.
Schools are also on the FSA’s hit list. The FSA will work
with headteachers to push healthier foods higher up the menu and
target vending machines in schools to increase the range of
There are also plans to harness the power of television and
radio. Broadcasters will be encouraged to increase the association
between high profile TV characters and cartoons and healthier
The proposals to redress the balance in young people’s
diets will be finalised and published for consultation.