The Department of Health-led initiative, backed by £372 million, also calls for the creation of £75 million marketing campaign to promote healthy lifestyles.
And in a further boost to the advertising industry, the Government has resisted calls to implement a blanket ban on the TV advertising of so-called junk foods. Previously, the Department of Health was thought to be in favour of an outright ban on the TV advertising of junk food.
Last April, Ofcom introduced new rules on the advertising of foods that are high in fat, salt or sugar – more commonly termed junk foods – and promised to review these rules in the autumn of this year. The Government's new strategy calls for that review to occur in the summer.
The Government would not comment on how the Ofcom rules on junk food TV advertising could change, or, whether the regulator will be asked to evaluate a pre-watershed ban on junk food TV advertising.
Ofcom's current plan calls for dedicated children's TV channels to ban all junk food advertising by 1 January, 2009.
The new Government strategy, led by Health Secretary Alan Johnson (pictured), was prompted by the record numbers of people who are now considered overweight or obese. Department of Health figures show that in England alone, nearly a quarter of men and women are now obese, while 18% of 12 to 15-year-olds are considered obese.
And in a further boost to the advertising industry, the Government has resisted calls to implement a blanket ban on the TV advertising of so-called junk foods. Previously, the Department of Health was thought to be in favour of an outright ban on the TV advertising of junk food.
Last April, Ofcom introduced new rules on the advertising of foods that are high in fat, salt or sugar – more commonly termed junk foods – and promised to review these rules in the autumn of this year. The Government's new strategy calls for that review to occur in the summer.
The Government would not comment on how the Ofcom rules on junk food TV advertising could change, or, whether the regulator will be asked to evaluate a pre-watershed ban on junk food TV advertising.
Ofcom's current plan calls for dedicated children's TV channels to ban all junk food advertising by 1 January, 2009.
The new Government strategy, led by Health Secretary Alan Johnson (pictured), was prompted by the record numbers of people who are now considered overweight or obese. Department of Health figures show that in England alone, nearly a quarter of men and women are now obese, while 18% of 12 to 15-year-olds are considered obese.
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