Manufacturers bruised by Ofcom's imminent ban on advertising 'junk food' to children may be heartened to learn many buyers are on their side.

The media regulator will ban advertising of foods that are high in fat, salt and sugar around all children's programming, on all children's channels, from

1 April, to help stem the obesity crisis. It has based its definition of unhealthy foods on the FSA's Nutrient Profiling Model, which continues to come under fire as The Grocer's Weigh It Up! campaign gains support.

Many manufacturers believe Ofcom's move - particularly the extension of the ban next year to children under 16 - goes too far, and buyers in our survey agree. "I'm not sure if Ofcom should ban the adverts. I think they need to look at other options first," says one. "A big part of the problem is lifestyle and people need to look at how healthy they are in terms of exercise."

Buyers feel manufacturers are not being treated fairly by the government. Many call Ofcom's decision a kneejerk reaction to a problem that needs more debate, along with other wide-ranging initiatives.

Get some exercise

There is also consensus that children should be encouraged to play outside rather than on a games console and those surveyed flag up sport in schools as a priority. One buyer says many foods are no less healthy than they were 15 years ago, which points to other reasons for growing childhood obesity.

"People are eating too much of the bad stuff and not enough of what's good for them," he says. "They are also sitting in front of the TV rather than exercising. Consumers need to understand what they are eating and how much exercise they need to take."

Dealing with obesity should be more about choice and balance in eating, and not a case of supermarkets directing what people should or shouldn't buy, says one snacks buyer: "The government shouldn't target food that's high in fat or sugar."

A buyer in confectionery adds: "The food industry is the scapegoat for a lot of the government's policies. After all, the confectionery industry has been around longer than obese children."



Even smoothies are attacked

One buyer questions why the food industry has taken the brunt of all the criticism in the press. "Even smoothies are being attacked for having too much sugar in them, when it's just natural sugars - it's daft."

But he adds: "It could all change though, as butter used to be demonised years ago, and now that's seen as healthy and pure."

All agree that manufacturers across a range of categories are already working hard to address concerns about unhealthy food. Companies have launched new, healthy versions of their products and some are doing a really good job of it, such as McCain, which is flagged up by a number of buyers as a responsible manufacturer taking the lead on the issue.

Manufacturers are also taking a responsible approach by looking at portion control and low-fat options and are aiming luxury and indulgent products at adults rather than children, he says.

Another buyer adds: "The food industry is working hard to reduce levels of salt and fat to meet Food Standards Agency guidelines where it can, but you can't take saturated fat out of a chicken curry or it won't taste as good," says another buyer.

"I don't think a ban on certain adverts will make any difference to people's health or the sales of the products involved. Manufacturers will just come up with new products that fit the guidelines, as Walkers did."

Alternative ways to appeal

Most are expecting more product reformulations and low-calorie versions in their categories as a result - but even these may not make it on to TV.

"Criticisms have already affected the industry and in my category - yoghurts - manufacturers are looking at alternative ways to appeal to consumers," says one dairy buyer. "TV has been diluted because there are so many channels, and companies are looking at direct marketing instead."

Some expect the ban's implications to be wide-reaching, with NPD a possible casualty. "My category - confectionery - will be affected," says one buyer. "The ban is going to reduce a lot of NPD because companies won't be able to advertise new products and create awareness through the usual channels. However, people will always buy chocolate, so I don't think sales of confectionery will suffer."

The consensus among buyers is that even if kids see fewer 'junk food' ads it won't lead to them losing weight necessarily as they will still be able to access information from other media such as the internet.

"I don't think the ban is a bad idea but there also needs to be a lot more education, particularly to encourage children to do more exercise," says one buyer. "Otherwise I can't see obesity levels falling."

Another adds: "I'm not sure if obesity levels will drop any time soon. If kids don't do more exercise, then the government and the industry will have wasted a lot of time and money."ofcom's advertising ban

Do you support the Ofcom ban on advertising foods that are high in fat, sugar and salt to children under 16?



Yes33%

No34%

Don't know33%

Which of these needs to be addressed to tackle obesity?



Better education about food16%

The level of exercise children take84%

Tighter ban on food and drink products0%

Do you think levels of obesity will have fallen within five years?



Yes17%

No66%

Don't know17%

Is the food industry being treated fairly by the government?



Yes0%

No100%

Don't know0%

Source: Online poll conducted by The Grocer