Cheese and butter ads face ban on children's TV shows

by Shane Hickey - 31/08/2011

"HEALTH experts want severe restrictions put in place on how cheese and butter are advertised during children's TV programmes."

But the move has angered sectors of the food industry which claim both cheese and milk form vital parts of children's diets.

A group of experts from the HSE, the Department of Health and the Food Safety Authority, among others, have recommended in a report that advertising of foods high in energy, saturated fat, sugar and salt be restricted around programmes for the under-18s.

Among these foods are crisps, most breakfast cereals, biscuits, sweets, most pizzas, mayonnaise, milkshakes, sausages -- and cheddar cheese, butter and margarine.

Children

The Broadcasting Authority of Ireland (BAI), which polices a number of broadcasting services, yesterday launched a public consultation process on how food and drink should be advertised to children.

The body commissioned a report from the expert group, including members of its own staff, which came back with the controversial suggestions.

The report said a system used in the UK, called Nutrient Profiling (NP), and in which foods are categorised as healthy and less healthy should be used here.

Under the proposals, restrictions could mean prohibiting the advertisement of butter and cheese before 9pm.

If the system as recommended by the expert group was put into place, it would bring Ireland in line with the UK where there is a total ban on junk food advertising around children's programmes.

However, BAI chairman Bob Collins said it would be asking for a wide range of views before deciding on what changes, if any, they would make.

"I think it [the report] is a very useful contribution and it proposes certain courses of action but it is just that -- it is the view of a group of people who have an expertise in the area of childhood nutrition," he said.

The National Dairy Council said it is "unfortunate" that cheese is categorised as it is and this does not recognise a number of positive nutrients it has.

Nutrients

"Certain foods which could potentially offer benefit are being categorised unfavourably under this particular model," nutritionist Catherine Logan said.

"When you consider that it [cheese] does offer a wide range of nutrients -- calcium, phosphorus, protein -- which are essential in the growth and development of bone in children and teenagers."

Recent surveys had shown 37pc of school-aged girls and 28pc of boys had insufficient calcium intakes.

Thomas Burke, an executive with employers' group IBEC, said all of the body's membership would be interested in the current debate but the organisation is "concerned" at the proposals.

"Obviously they (cheese and milk) are a central part of the Irish diet and there has been a huge amount of money spent by the Government in terms of promoting the benefits of consuming dairy. We are just concerned that there may be mixed messages," he said.

It is expected that a new draft code will be complete by the first three months of next year.

- Shane Hickey

Irish Independent

More Details: http://www.independent.ie/health/latest-news/cheese-and-butter-ads-face-ban-on-childrens-tv-shows-2861999.html