KEY POINTS:
Food and advertising industries are trying to fend off new controls for the marketing of food, as their anti-obesity adversaries forecast a "rugged"' year of lobbying ahead.
Food manufacturers and advertisers started last year confident they could stem the push for restrictions with self regulation and voluntary schemes promoting healthy eating.
But voluntary efforts have not quelled calls from anti-obesity campaigners such as the Obesity Action Coalition.
The two industries are beginning 2008 with the prospect of a ban on advertising "unhealthy" food on television before 8.30pm.
David Walden, of Communications Agencies Association of New Zealand, said the industries were pressing for the right to advertise products that were legal.
But there was potential for bans like those applied to tobacco advertising, he said.
"The industry has a whole heap of freedoms to protect.
"We have a lunatic fringe in society and, to a degree, in government, who think the way to win over the public is to give them fewer choices," Walden said. "We face regulation from people whose idea of fun is a nice glass of water and a look out the window."
Obesity Action Coalition executive director Leigh Sturgiss said restrictions were "a huge part of the coalition's mission to reduce obesity - probably the biggest part".
She hoped for restrictions on marketing unhealthy foods by the end of this year, and was confident they would be imposed by the end of 2009.
A Health Select Committee inquiry into obesity and type 2 diabetes opened the door to regulation, with recommendations in the Health Bill to be considered this year. Submissions on the bill to the health select committee close on March 8.
Health groups' submissions focus on the provision of a ban on advertising "unhealthy" foods on television during children's viewing hours before 8.30pm.
Walden said the industry was being made accountable for things that should be parents' responsibilities.
"I don't see why advertising should be held up as the root of all evil because there are some bad parents out there," he said.
Food and marketing sectors which have banded together as The Food Industry Group argue that better education will help consumers make healthy choices.
Group executive director Vicki Hamilton said some companies were more advanced than others in offering alternatives. She said some campaigners for a more proactive approach did not acknowledge companies' responsibility not to ignore the public's tastes.
But health activists argue business initiatives such as the Food Accord are aiming at avoiding regulation rather than reducing health risks.
Walden said restrictions on advertising made it harder for food manufacturers to market new products.
Advertising would be blamed for wider problems in society and bans or restrictions would provide politicians with a high profile, low cost solution that would not address wider issues.
A long-running parliamentary inquiry into obesity and type 2 diabetes obesity has suggested a "traffic light" system for labelling foods and drinks to inform consumers of the fat, salt and sugar content, such as that used in the United Kingdom.
TWO VIEWS
"[Marketing restrictions are] a huge part of the coalition's mission to reduce obesity - probably the biggest part."
Leigh Sturgiss, Obesity Action Coalition
"We face regulation from people whose idea of fun is a nice glass of water and a look out the window."
David Walden, Communications Agencies Association of New Zealand
