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August 2007
ACFM Statement on Advertising to Children
The Association of Cereal Food Manufactures (ACFM) is extremely disappointed with the survey published by Which? Our members advocate responsible advertising of all our products, whether consumed by adults or children and all comply with the current BCAP advertising code of principles.
Furthermore, cereals contribute less than 10% of the average adult daily intake of sugars and less than 6% of the average daily sugar intake in children. To put this into perspective, a typical 30gm bowl of sugar-coated breakfast cereal would contain the equivalent of two teaspoons of sugar, equal to only 44kcals of energy.
Breakfast is the most important meal of the day and government is actively encouraging us not to skip it . With research showing that one child in six goes to school on an empty stomach, breakfast cereals remain a quick, healthy and convenient option to help kick start the body for the day ahead and improve physical and mental performance.
The UK has some of the strictest regulations in the world when it comes to advertising or promoting food and drink products to children - and allied to the frightening levels of breakfast skipping among these children - any initiative that is counterproductive to encouraging more children to start the day with a healthy meal seems unwise.
-Ends-
References
1. NDNS 2004 - Survey of 4-18 yr olds. Gregory et
2.
FSA Eat Well Booklet http://www.eatwell.gov.uk/healthydiet/8tips/
For further information contact the BCIS Team on:
Tel: 020 7815 3900
Email: info@breakfastcereal.org
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