Eating and drinking patterns get established at an early age so measures to protect children from the dangers of a poor diet should be given serious consideration. Current advertising restrictions have reduced the number of advertisements for foods high in fat, salt or sugar during television programmes made for children and young people.

However, advertisements, promotions, product placements and sponsorship shown between programmes for older audiences also have a powerful influence on children and young people. Marketing bans have been successfully introduced in several other countries; evidence shows that a 9pm watershed for such TV advertisements would reduce children and young people's exposure to this type of advertising by 82% [1].

Policy goal

Ensure children and young people under 16 are protected from all forms of marketing, advertising and promotions (including product placements) which encourage an unhealthy diet. To achieve this, the evidence suggests that the following are among the measures that should be considered.

Recommended actions

• Develop a comprehensive, agreed set of principles for food and beverage marketing aimed at children and young people. This could be similar to the 'Sydney principles' [3]. They should be based on a child's right to a healthy diet.

• Extend TV advertising scheduling restrictions on food and drink high in fat, salt or sugar (as determined by the nutrient profile developed by the Food Standards Agency) up to 9pm.

• Develop equivalent standards, supported by legislation, to restrict the marketing, advertising and promotion of food and drink high in fat, salt or sugar via all non-broadcast media. This includes manufacturers' websites, use of the Internet generally, mobile phones and other new technologies.

• Ensure restrictions for non-broadcast media on advertising, marketing and promotion of food and drink high in fat, salt or sugar are underpinned by the nutrient profiling system developed by the Food Standards Agency.

Commercial interests

If deaths and illnesses associated with cardiovascular disease are to be reduced, it is important that food and drink manufacturers, retailers, caterers, producers and growers, along with associated organisations, deliver goods that underpin this goal. Many commercial organisations are already taking positive action.

Policy goal

Ensure dealings between government, government agencies and the commercial sector are conducted in a transparent manner that supports public health objectives and is in line with best practice. (This includes full disclosure of interests.) To achieve this, the following are among the measures that should be considered.

Recommended actions

• Encourage best practice for all meetings, including lobbying, between the food and drink industry and government (and government agencies). This includes full disclosure of interests by all parties. It also involves a requirement that information provided by the food and drink, catering and agriculture industries is available for the general public and is auditable.