Junk food manufacturers could be banned from advertising during children's television programmes under plans being considered for inclusion in Labour's next manifesto.

Forum Response: Direct Marketing Association

Samantha Hambury, legal and public affairs advisor at the DMA, said: "The Direct Marketing Association and the food advertising unit of the Advertising Association recognise the growth of obesity in the UK, particularly among children. 

"However, we do not believe the answer to this problem is to take a quick-fix route and ban food advertising to children. 

"The issue is complex and involves many factors, including diet, activity, habits and lifestyle. 

"Quebec and Sweden have both banned food advertising on children's programmes but there has been no real reduction in the levels of childhood obesity or overweight children. 

"Indeed, a study commissioned by the Food Standards Agency points to television advertising having only a two per cent influence on children's choice, relative to other factors, the most important of which is identified as parental control. 

"This study also states that 'there is no prima facie reason to assume that promotion will undermine children's dietary health: it can influence it, but this influence could just as easily be positive as negative'. 

"It is our opinion that simply banning food advertising will not encourage children to eat more healthily, to be aware of calorie intake or to exercise more.