The possibility of legislation governing the advertising of sugary soft drinks was raised in the UK this week after the Food Standards Agency published a discussion paper on possible options for action on the promotion of foods that could improve children’s diets and health.


The discussion will look into options that could cover sponsorship, advertising, labelling, endorsements, in-store activity and loyalty schemes. From there the FSA will decide next year which policy options it wishes to recommend to government.


In September 2003, the FSA published an independent research project, Does food promotion influence children?: A systematic review of the evidence, carried out by Professor Gerard Hastings.


His review concluded that advertising to children does have an effect on children’s food and drink preferences, purchase behaviour and consumption, and that these effects occur not just at brand level, but also for different types of foods, which included soft drinks.


Sir John Krebs, chair of the FSA said: “We already know that many children’s diets contain more fat, sugar and salt than is recommended. We know that the level of obesity in children is rising and, in the words of the chief medical officer, is a health time bomb that could explode.


“By 2010 it could cost £3.6 billion a year and be a very significant factor in the ill health of thousands of people and their families. This is why the Agency is encouraging a wide debate on the options for action that could make a difference. Doing nothing is not an option.”

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Current figures show that 8.5% of six year olds and 15% of 15 years olds are obese according to Health Check, the Chief Medical Officer for England’s Annual Report (2002).


The FSA intends to discuss the options paper at length with consumer groups, retailers, the food and advertising industries and other interested parties. The FSA is also drawing up plans for a public meeting, to be held in London in January 2004.