Crisps and sweets may need health warnings

Food manufacturers could be forced to display tobacco-style health warnings on crisp and sweet packets unless they accept that their products are contributing to the epidemic of childhood obesity.

The Food Standards Agency is considering whether food adverts aimed at children should be banned or other restrictions introduced after an independent report concluded that TV ads and other promotions do increase the amount of sugary and unhealthy foods that youngsters eat.

Manufacturers have always denied that adverts increase consumption, claiming they merely encourage consumers to switch brands.

Professor Gerard Hastings, of Strathclyde University, was commissioned by the FSA to produce the report as it considered how to tackle childhood obesity.

Research has shown that if children are exposed to an extra 25 minutes of food advertising a week, they eat an extra snack and consume 2 per cent more calories. Three quarters of all children's television advertising is for food, and 95 per cent of these adverts are for products high in fat, sugar or salt.

The report identified the Big Five advertisers of food to children: pre-sugared breakfast cereals, soft drinks, confectionery, savoury snacks, and fast-food outlets.

Dr Hastings said: "We are at a watershed. This report shows that advertising to children does increase consumption and affect what they eat and ask for."

He warned that if manufacturers and the food and drinks industry did not face up to the issue and engage in discussion, compulsory measures could be necessary. He said: "I wouldn't like to see us go the way of the States, where they are now seeing litigation against burger companies."

The number of obese children has doubled since 1982: one in 10 six-year-olds is now classed as obese, rising to 17 per cent of 15-year-olds.

But manufacturers immediately denied that advertising of sweets and crisps increased consumption. Martin Paterson, deputy director-general of the Food and Drinks Federation, said: "It is not the primary intention of advertisers to increase consumption in a sector. It is obvious that advertisers focus on increasing market share, but it is not a given that advertising will increase consumption."

Mr Paterson also signalled that the food and drinks industry would fight any suggestions that advertising to children should be banned, or that sweet and crisp packets should feature health warnings about obesity. He said: "Children know about advertising, they understand it is selling them something."

The FSA board will meet in February to discuss whether draconian measures such as an advertising ban should be introduced to curb the rising rates of obesity among children.

HOW ADVERTS TARGET CHILDREN

Dairylea: Aims Lunchables snacks at children; but they contain high salt and fat levels. The manufacturer Kraft says it will reduce portions and salt content.

Pepsi: Spends millions each year signing up pop stars to promote its products. Campaigners want to stop school vending machines from promoting fizzy drinks.

McDonald's: The biggest spender of all on advertising. Free toys with children's meals and tie-ins with television characters have added to their allure.