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Peter Hollins, chief executive of the British Heart Foundation, writes for ePolitix.com about product placement in the UK.
Concerns about childhood obesity have never been higher, with agreement across the political parties that sustained action is needed if we are to avoid having a generation of kids who die before their parents. We must do all that we can to make healthier choices, easier choices.
And yet the government is considering allowing product placement in UK television programmes. This could open the door to exposing children to unhealthy food and drinks, which could influence their choices and have a damaging effect on their future health. What's worse is that this is a particularly stealthy form of marketing, which means it is harder for children, and parents, to spot that it is there or notice the effect that it may have.
The government has said that product placement would not be allowed during children's programming, but we know from the restrictions that are currently in place on advertising of foods high in fat, sugar and salt, that this does not go far enough. Children can and do watch a range of programmes aimed at all the family. This is why the BHF and others have long called for a complete ban on advertising of junk food on TV before the 9pm watershed.
The government made a decision in March 2009 not to allow product placement in the UK and there is no reason to re-open this issue now. The current prohibition must remain in place in order to ensure that we can protect our children from junk food marketing and empower children and parents to make healthier choices.
With these proposals, we are in serious danger of putting the health of the advertising industry above the health of the nation.
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