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Advertising Association Childhood Obesity David Cameron

UK advertising industry welcomes PM David Cameron's decision to lead fight against obesity and pledge their support

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By Seb Joseph, News editor

July 16, 2015 | 3 min read

The UK advertising industry has welcomed reports that prime minister David Cameron will imminently kickstart the government’s war on obesity and pledged to get stuck in if the plan is launched.

Cameron is expected to outline a strategy to curb childhood obesity later this summer that will mark the start of a renewed government push to foster healthier eating and build on ongoing efforts through Public Health’s Responsibility Deal with the food and drink industry. According to a report from The Grocer earlier this month, retailers and suppliers have already been briefed on the prime minister’s personal involvement in the plan.

Industry trade body the Advertising Association (AA) has welcomed the news and vowed to back the plan should it come to fruition. In a letter sent to the prime minster today (16 July), the organisation’s chief executive Tim Lefroy said it is “uniquely placed to galvanise marketing and communications industry efforts” to back any prospective plan and cited its “track record in this respect”. The AA played took a proactive stance in response to the Bailey Review in 2011 into marketing aimed at kids.

"This is to pledge no less commitment should you decide to personally take up this challenge, wrote Lefroy.

“We must look at regulation, and in partnership with policy makers, seek out the best available evidence and make changes where needed. We must turn on the persuasive capability in our creativity and utilise the reach and influence of our brands and media. We must work with the government to find effective remedies because that is the proven recipe for positive social change.”

A similar letter has been sent to the Secretary of State for Health Jeremy Hunt.

The AA’s letter to the prime minster comes ahead of the government’s scientific advisors publishing their recommendations on sugar consumption tomorrow (17 July).

Advertising Association Childhood Obesity David Cameron

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