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 healthier options.
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 foods.
The proposals to redress the balance in young people’s diets will be finalised and published for consultation.
