Consumer body rails at marketing to kids at school

The Consumers' Association (CA) has demanded a meeting with the Incorporated Society of British Advertisers (ISBA) and the Department for Education and Skills to review the guidelines for commercial practices in schools. The call comes in the wake of the criticism of Cadbury's 'Get Active!' scheme.

All three organisations were party to the first 'Best practice principles for commercial activity in schools' guidelines written in 2001, but the CA is concerned they are not stringent enough on nutrition.

At the meeting, planned for mid-September, the CA plans to push for stricter controls which will effectively ban the use of cause related marketing campaigns that link food and fitness.

Senior researcher Rachel Clemons said the guidelines currently state that the schemes should not "encourage unhealthy activities", but that the growth in child obesity rates means this needs further clarification.

An ISBA spokesman said it welcomed a formal review of the guidelines and is canvassing the views of members to take to the meeting.

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