Andrew Brown, director-general of the Advertising Association, made the call when he gave evidence at the Health Select Committee yesterday, where he was quizzed by MPs on the effect of advertising junk food to children.
The committee is holding an inquiry into obesity and looking at the possibility of putting a ban on junk-food advertising. But Brown said that evidence in other countries and sectors where advertising had been banned showed that manufacturers resort to price competition. He pointed out that in Sweden, where all television advertising aimed at children is banned, obesity levels are still rising.
Brown told the committee that advertising could play a positive role. He said that evidence showed that sustained investment in public policy advertising campaigns was effective.
"The most successful example of this was the anti-drink driving campaign, which has been so effective principally because the funding for it had been long-term and assured.
"What is needed in the UK to combat obesity is a long-term commitment to promoting healthier lifestyles, supported by a similar long-term and well-funded advertising campaign."
Other witnesses to appear before the committee were Cilla Snowball, chief executive of Abbott Mead Vickers BBDO, and Bruce Haines, group chief executive of Leo Burnett, which works for McDonald's.
At the same time, respected medical journal The Lancet became the latest party to voice calls for a ban on the advertising of junk food by sports stars and celebrities as concerns grow about childhood obesity.
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