Sustain, the alliance for better food and farming, is co-ordinating lobbying for the private member’s Bill that calls for advertising restrictions. The organisation says regulation is necessary because the industry has failed to abide by voluntary codes.
The Bill, which has been re-introduced by Labour MP Mary Creagh and has cross-party support, is backed by 137 organisations, including The Co-operative Group, British Heart Foundation, Food Commission and National Union of Teachers.
Independently, the British Medical Association is pushing the government to introduce stronger measures to tackle obesity. This week it called for a ban on junk food advertising, along with better food labelling. The Food and Drink Federation supports the BMA’s plans to increase nutritional education but said ad bans had proved ineffective.