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　　Food agency takes on industry over junk labels

　　Felicity Lawrence

　　Thursday December 28, 2006

　　The Guardian

　　1. Consumers are to be presented with two rival new year advertising
campaigns as the Food Standards Agency goes public in its battle with the
industry over the labelling of unhealthy foods.

　　2. The Guardian has learned that the FSA will launch a series of 10-second
television adverts in January telling shoppers how to follow a red, amber and
green traffic light labelling system on the front of food packs, which is
designed to tackle Britain"s obesity epidemic.

　　3. The campaign is a direct response to a concerted attempt by leading food
manufacturers and retailers, including Kellogg"s and Tesco, to derail the
system. The industry fears that traffic lights would demonise entire categories
of foods and could seriously damage the market for those that are fatty, salty
or high in sugar.

　　4. The UK market for breakfast cereals is worth ￡1.27bn a year and the
manufacturers fear it will be severely dented if red light labels are put on
packaging drawing attention to the fact that the majority are high in salt
and/or sugar.

　　5. The industry is planning a major marketing campaign for a competing
labelling system which avoids colour-coding in favour of information about the
percentage of "guideline daily amounts" (GDAs) of fat, salt and sugar contained
in their products.

　　6. The battle for the nation"s diet comes as new rules on television
advertising come into force in January which will bar adverts for unhealthy
foods from commercial breaks during programmes aimed at children. Sources at the
TV regulators are braced for a legal challenge from the industry and have
described the lobbying efforts to block any new ad ban or colour-coded labelling
as "the most ferocious we"ve ever experienced".

　　7. Ofcom"s chief executive, Ed Richards, said: "We are prepared to face up
to any legal action from the industry, but we very much hope it will not be
necessary." The FSA said it was expecting an onslaught from the industry in
January. Senior FSA officials said the manufacturers" efforts to undermine its
proposals on labelling could threaten the agency"s credibility.

　　8. Terrence Collis, FSA director of communications, dismissed claims that
the proposals were not based on science. "We have some of the most respected
scientists in Europe, both within the FSA and in our independent advisory
committees. It is unjustified and nonsensical to attack the FSA"s scientific
reputation and to try to undermine its credibility."

　　9. The FSA is understood to have briefed its ad agency, United, before
Christmas, and will aim to air ads that are "non-confrontational, humorous and
factual" as a counterweight to industry"s efforts about the same time. The
agency, however, will have a tiny fraction of the budget available to the
industry.

　　10. Gavin Neath, chairman of Unilever UK and president of the Food and
Drink Federation, has said that the industry has made enormous progress but
could not accept red "stop" signs on its food.

　　11. Alastair Sykes, chief executive of Nestlé UK, said that under the FSA
proposals all his company"s confectionery and most of its cereals would score a
red. "Are we saying people shouldn"t eat confectionery? We"re driven by
consumers and what they want, and much of what we do has been to make our
products healthier," he said.

　　12. Chris Wermann, director of communications at Kellogg"s, said: "In
principle we could never accept traffic light labelling."

　　13. The rival labelling scheme introduced by Kellogg"s, Danone, Unilever,
Nestlé, Kraft and Tesco and now favoured by 21 manufacturers, uses an
industry-devised system based on identifying GDAs of key nutrients. Tesco says
it has tested both traffic lights and GDA labels in its stores and that the
latter increased sales of healthier foods.

　　14. But the FSA said it could not live with this GDA system alone because
it was "not scientific" or easy for shoppers to understand at a glance.

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