Doctors in the UK demand that junk food television advertisors pay for public health messages

Delegates to the British Medical Association's public health medicine and community health annual conference want a 'fairness doctrine' adopted by advertisers, and the motion has been backed and put forward by alcohol addiction and research council chairman Dr Noel Olsen.

As part of the proposal, delegates said they wanted to see public health messages being given equal space to junk food advertising.

Dr Olsen said that,"Under the polluter-must-pay principle", there should be equal access to advertising time and media coverage where there is clear evidence of damage to health.

Dr Olsen says of particular concern was advertising for alcohol, fatty foods and products aimed at children, such as crisps and biscuits.

Olsen beleives the "fairness doctrine" could be a suitable "halfway house" measure, although he personally preferred a total ban on advertising of unhealthy products.

This suggestion from Dr Olsen is the latest in the medical community's battle with the marketing of unhealthy foods.

However, on a rather discouraging note, culture secretary Tessa Jowell has indicated that a ban on junk food advertising during children's programming is unlikely.

Jowell said earlier in the year that such a ban would have little impact on the health of children and would seriously dent the finances of commercial broadcasters.

http://www.bma.org.uk/