Advertisements for
some types of cheese will be banned during children’s programming
on TV because the high fat and salt content of the product puts it
in the same category as junk food.
The decision has
been condemned by the dairy industry which points out that cheese
plays a vital part in a healthy, balanced diet and is a valuable
source of calcium.
Ofcom,
the advertising watchdog, intends to introduce new regulations in
the next few months because of growing concern about childhood
obesity.
After a lengthy
consultation process, it has decided that adverts should be
restricted for foods assessed as being high in fat, sugar or salt
as defined by the
Food Standards Agency’s nutrient profiling scheme.
But the decision
has angered farm leaders who believe that the FSA’s profiling
scheme is flawed. The
British Cheese Board
said that the model failed to take into account the fact that
people eat only small quantities of nutrient dense foods such as
cheese.
Amy Jackson, spokeswoman for the
Milk Development Council,
added: “The Dairy Council, as the industry’s nutritional expert,
believes that Ofcom’s proposed advertising rules are sending a
mixed message to the nation about the health benefits of dairy. It
says it is absurd that dairy products, such as cheese, could be
labelled as junk food and compared to products that do not have the
same nutritional benefits.”
A spokeswoman for
the FSA said that not all types of cheese would be caught by the
new rules as some were lower in fat than others. She also stressed
that there were benefits from consuming cheese. “Dairy foods are
very important. The FSA has never been against the inclusion of
cheese in the diet,” she said.