Obesity – is this really the way?

NEW REGULATIONS

Following two separate consultations, new regulations are set to come into force in October 2022 which will restrict the display of certain food items in retail and foodservice outlets; prevent them from being advertised on TV or via social media; and ban them for being promoted in certain ways. The products aff ected include cakes, biscuits, pizzas etc.

And, while smaller businesses will initially be exempted from the regulations, the industry is concerned that in time the rules will be applied more widely.

But the real question is whether this approach of banning products high in fat, salt and sugar will ultimately work?

Generally, the food industry accepts that there is a need to tackle obesity. Indeed, our Association Management Committee is documented as recognising that we all have a responsibility for helping to tackle the problem. But bans rarely work as those most aff ected will generally fi nd a way round them.

FUNDAMENTAL FLAW?

The fundamental fl aw in all the approaches that have been taken by successive governments in recent years is that they fail to convince consumers to act – and particularly those whose health is most at risk from obesity.

One of the basic rules of economics is supply and demand. No matter how wonderful your product might be, unless it is demanded it will fail. And the same applies with tackling obesity.

Food producers can reformulate as much as they like but if consumers (and particularly those who are in need of help) don’t buy into the product, it simply will not work, no matter how much time and money we throw into product development.

What is needed is a concerted approach by politicians, dieticians and food businesses in formulating a strategy that is both viable commercially and which incentivises consumers into acting – in other words creating the demand that will drive supply.

The problem in all this is that those driving this policy are politicians and health officials, most of whom have little or no experience in the commercial world. Furthermore, they are generally mistrusting of the business.

What is needed is a hard-hitting campaign for change that targets the health issues caused by obesity combined with clear and unambiguous calorie and portion information on food packaging and menus.

There is ample evidence that a combination of good communication and public support can lead to real change as seen with smoking and drink driving.

Despite concerns being raised widely by the food industry, the government is pressing ahead with its plans to ban the display and advertising of certain foods it considers to be unhealthy, reports BSA director, Jim Winship. But is this really the way to tackle obesity, he asks?