Ministers plan curb on food ads

Ministers are to launch a clampdown on companies which target children with advertisements for junk food and drinks.

An outright ban on food advertisements aimed at preschool children could be brought in under new rules being planned by Culture Secretary Tessa Jowell.

She is setting up a clash with the food and drink industry by asking the broadcasting regulator Ofcom to draw up a tough new code.

Ms Jowell said today she had become increasingly concerned about the "growing crisis of obesity in children".

Latest figures from the Chief Medical Officer for England showed that 8.5 per cent of six year olds and 15 per cent of 15-year-olds are obese.

Ms Jowell has been reluctant to intervene until now for fear of adding to charges that Labour is creating a "nanny state".

But she claims things are now getting so bad that she has no choice but to call on Ofcom to revise its " inadequate code" on advertising.

She has not ruled out an outright ban on any advertising of food during children's television programmes.

However, a more likely course of action is tough new restrictions on the use of children's TV presenters, cartoon characters and celebrities to "sell" food which is high in sugar or salt to youngsters.

However, the plan has been angrily rejected by the food and drink industry, which claims strict enough rules are already in place.

A spokesman for the Food and Drink Federation said: "There is already a strict code in existence which the food and drink industry has an exemplary record of obeying."

Ms Jowell's plan is a key part of a wider government strategy which aims to cut obesity across Britain radically over the next generation.

The Government's Big Conversation consultation document, published last week, raised the issue in the form of a warning of the dangers of "smoking, poor diet and lack of physical exercise among poorer people".

It floated the possibility of banning the advertising of unhealthy food to children - - but did not spell out any detailed plans for doing this.

MPs on the all-party health select committee are expected to report early in the new year on the issue. Last week the committee was told by big manufacturers, including McDonald's and Cadbury, that they were not to blame for the obesity epidemic.

They said people needed to take more exercise.

Cadbury boss Andrew Cosslett told the select committee. "Health warnings are for dangerous things. A Curly Wurly is not dangerous."

MPs have suggested that food and drinks should carry new-style "health warnings" by stating how much physical exercise would be needed to burn off the calories they contain.

This scheme is another which could be looked on favourably by ministers - - although it, too, is opposed by big manufacturers.

Last month a report for the Food Standards Agency by Professor Gerard Hastings concluded that aiming advertising directly at children does have an effect on their food preferences, buying behaviour and consumption.

MPs last week raised the fact that Gary Lineker had been given a "greedy star" award for his promotion of Walker's crisps - owned by Pepsico - by a parents' health jury.

If she does go for a tough regime, Ms Jowell is likely to win the full support of Downing Street, where Mr Blair's senior aides are said to be convinced that preventative measures are needed.

The industry, however, blames the child obesity epidemic on unbalanced diets and, crucially, lack of physically activity. It says it is willing to co-operate on the clearer labelling of food packaging but it certain to do all it can to fight Ms Jowell's stricter proposals.