Manufacturers have called on the Food Standards Agency to develop an approach to nutrient profiling that takes into account how foods are consumed and recognises the industry's efforts to reformulate products.
In its response to the FSA's review of the Nutrient Profiling Model, which underpins Ofcom's restrictions on advertising food and drink to children, the Food and Drink Federation said that any new model must reflect European standardised portion sizes rather than a 100g serving.
"Serving size along with frequency of consumption are the main determinants of how much of a nutrient a food supplies to people's diets," it said.
Its views echo those espoused by The Grocer's Weigh It Up! campaign, which has called for a rethink of the model that bans foods typically consumed in small amounts, such as cheese, Marmite, honey and tomato ketchup, from being advertised to children.
In its submission to the independent panel set up by the FSA to review the model, the FDF also said that any model should not "fail" foods that provided a good source of nutrients. The model should accord more significance to the positive attributes of a food and should also set achievable targets to allow foods that have been significantly formulated to be advertised to children.
Meanwhile, concerns are growing that the government could introduce a 9pm watershed ban on food and alcohol advertising later this year.
The issue of food advertising was not addressed in this week's Queen's Speech. However, reports this week indicated the Department of Health was poised to unveil such a measure as early as December.