Trade Talk

The Ofcom proposals for censoring the advertising of junk food to children embrace some natural, lightly processed foods whose nutritional content falls within the Food Standards Agency's (FSA's) definition of junk food. This is not necessarily deliberate on the part of the FSA. It is because unambiguous criteria are necessary to distinguish between junk foods and non-junk foods and these will inevitably capture some of the latter along with the real targets. The victims include agricultural products, such as cheese, bacon, ham and other meats, which are not treats but nutritious components of a healthy and varied diet.

We are on the threshold of an absurd situation here, in which, on the one hand, government, through the Department for Environment, Food and Rural Affairs, is promoting meat and dairy production to help farmers, while, on the other, the Department of Health, assisted by the FSA, is encouraging people to avoid some of the fruits of those same farmers' labours - both at significant cost to the taxpayer.

The FSA itself recognises the dietary value of the types of food to which I refer in its Eat Well website where there are some great ideas for healthy Christmas eating. For example, readers are advised that Brussels sprouts and broccoli are more exciting when served with bacon or crispy cheese crumbs. The FSA also recommends that grapes and pears are excellent with cheese and, moreover, ham sandwiches are good afternoon snacks. This advice is welcome, but would a cheese producer, say, be allowed to promote similar healthy eating ideas, using its own products, in TV programmes for children?

If the FSA formula for defining junk foods was applied to a meal of broccoli and grated cheese the traffic lights might well be green because the fat and salt in the cheese would be diluted by the broccoli. If a manufacturer came up with the same ingredients in a single ready meal it would be allowed to advertise during children's viewing time. But under Ofcom's proposals our cheesemaker would not.

It would be a win-win if we just allowed advertising by manufacturers that disseminates healthy eating advice to a wider audience at no cost to any of us.

Clare Cheney​ is Director General of the Provision Trade Federation​