Nutrient Profiling Model for use in TV advertising
Ofcom, the independent regulator for the broadcast industry, has brought in restrictions to control the advertising of food and drink in and around television shows made for children, or likely to be particularly
popular with children. These measures are designed to help address concerns
about rising levels of childhood obesity and encourage healthy eating.
The restrictions are enforced by using a 'nutrient profiling model', developed by the Food Standards Agency (FSA). This model measures the levels of
fruit, vegetables and certain nutrients in products. Those deemed to be high in
saturated fat, salt and sugar cannot be advertised around children's TV
programmes.
FDF has serious concerns about the nutrient profiling model developed for this
purpose by the FSA. The approach only looks at a very narrow snapshot of a
product's nutritional value and classifies some foods which are major
contributors of
important vitamins and minerals to children's diets, such as cheese and
breakfast cereals, as 'unhealthy'. It also measures all foods using a 100g
portion, when
many products are eaten by children in far smaller portion sizes.
Between July 2007 and June 2008 Ofcom undertook a review of the impact of its
restrictions and reported back in December 2008. The review concluded that the
existing rules were working and that children viewed fewer TV adverts for less
healthy foods; demonstrating that the advertisers are meeting the spirit and
letter
of the law and confirming that there is not much evidence to support further
restrictions.
In April 2010 Ofcom commenced a review to assess children's exposure to HFSS
advertising on TV in 2009 using the same methodology as was employed in 2008 to
create a HFSS advertising proxy. Ofcom published the review's findings in July
2010
and concluded it would maintain current restrictions and not extend them
further.
More Information
Last reviewed: 01 Aug 2011