Plan to sell dieting aids to children

An attempt to sell slimming products to children as young as 16 has been condemned by eating disorder experts as "ludicrous and disastrous", it emerged today.

The company which makes Slim-Fast meal replacement milkshakes wants to change rules that restrict the targeting of weightloss products to people over 18. It is backed by its advertising agency and the Advertising Association.

They say younger teenagers would benefit from the products designed to tackle obesity, which is a growing cause for concern.

Medical experts, however, are appalled at the move, which they believe is not motivated by a desire to help the obese and may only encourage the "epidemic" of eating disorders.

Their outrage was sparked by a letter from Slim-Fast to the Independent Television Commission, which is reviewing its restrictionson advertising. The company-told the industry regulator that youngsters were being denied the chance to use products which could help them tackle obesity.

The letter said: "We consider there is an important case to be made for raising awareness of appropriate weight control methods amongst the over-16s. Overweight and obesity represent one of the major health issues of current society.

"More than 17 million British adults are overweight and nearly nine million more obese."

The company's advertising agency, Grey Worldwide, echoed Slim-Fast's call to reduce the age limit which, it said, stopped "our giving a vital health message to teenagers whose need to control their weight is one of the most important health issues in society today".

The Advertising Association also put the case for lowering the age limit, highlighting "the startling rise in obesity and overweight among young people".

Eating disorders expert Dr Dee Dawson, who works at London's Rhodes Farm clinic, said lowering the age restriction would be "disastrous". She said: "We have an epidemic of eating disorders in this country. The idea that we should change the rules to make the problem worse is ludicrous.

"We already have so many children obsessed with their diets and developing anorexia and bulimia.

"It's very clear that the slimming industry is thinking about selling more of its products. There is nothing altruistic in this."

Dr Dawson said overweight youngsters would be best helped by a healthier, more natural diet and increased exercise.

Sell Slim-Fast to children?