Dairy sector fears cheese TV advertising restriction

Moves to greatly limit advertising of cheese on Irish TV and radio have shocked the dairy industry.

Cheese has fallen foul of proposed rules on advertising products which contain fat, trans-fatty acids, salts or sugars, to those aged under 18.

The Broadcasting Authority of Ireland (BAI) launched a public consultation inviting views on draft rules, including that the UK Food Standards Agency’s (FSA) findings on unhealthy foods be used, if advertising rules are introduced in Ireland. The BAI has responded to the first round of consultation, saying respondents’ arguments on nutrition or economic impact were not sufficient to amend the nutrition model in their proposed rules. A new public consultation phase continues to May 31, on the BAI’s latest draft rules.

Restricting cheese advertising could damage an important contributor to the Irish economy, when there is no justified evidence for doing so,” says National Dairy Council (NDC) chief executive, Zoë Kavanagh.

* How much existing cheese advertising in Ireland would be ruled out by BAI proposals?

>> The latest proposal suggests that most cheeses – including half fat or full fat varieties — would be subject to enforced advertising restrictions. However the issue is much broader than ‘how much’ is spent on Irish TV advertising cheese or ‘when’ cheese is advertised. The BAI’s proposal to identify foods which will be subject to advertising restriction is based on a somewhat flawed UK model, which classifies cheese in a ‘less healthy’ category than, for instance, diet cola . This sends out very confusing messages regarding this nutritious food to the public who are trying to follow a healthy, balanced diet.

* Are there ways and means for advertisers to minimise the impact of proposed rules?

>> Whilst there may be some times of day when TV ads would be permitted, that is not the real issue. If the BAI proposal goes ahead using a somewhat flawed food classification model, it will create confusion about cheese and the role it plays in a healthy balanced diet – at a time when inadequate calcium intake by Irish children and teenagers is a public health issue. !

* The dairy industry fears that BAI rules send a bad message to our export markets. Do these markets have similar rules on cheese advertising.

>> Statutory restrictions on food and drink advertising to children are in place in only a small number of countries, although it is a topic which is being considered worldwide. The particular model/approach proposed by the BAI was developed in the UK in 2004-2005, and has been argued to be somewhat flawed. Ireland is recognised for its high quality national food consumption databases which provide accurate insights into Irish dietary habits. Ideally, we should consider such data, in implementing advertising restrictions in Ireland. Australia and New Zealand have amended the UK model in relation to health claims — with one amendment acknowledging the calcium content of cheese. Across the EU and in some of our export markets, consumption of cheese by children and teenagers is promoted through the subsidised European School Milk Scheme. Since the introduction of the UK model, there has been no evidence to suggest it has been successful in addressing the obesity issue.

There is a much bigger reputational picture here, with implications which go far beyond the value of cheese ads placed on Irish TV. The Irish dairy sector employs 34,000, with dairy exports at €2.66bn in 2011. It is one of the few sectors that showed strong growth in the last year, which is expected to continue.

* Has the BAI rejected findings such as cheese consumption by Irish children remaining relatively static over 15 years, while overweight rates doubled?

>> The BAI is drawing on a model from overseas, when Irish research and statistics are readily available. Research specific to Ireland demonstrates that insufficient calcium intake is a public health nutrition concern in Irish children and teenagers, and cheese is a valuable source of calcium for the Irish population. Irish surveys show that 37% and 28% of girls and boys aged 5-12, respectively, have insufficient calcium intake. Corresponding figures for teenagers are 42% and 23%.

* The Government has ambitious food industry targets. Will it, or the Oireachtas, have the last say on cheese advertising.

>> The Food Harvest 2020 Report outlines plans to grow Irish dairy production 50%. A very significant part of this growth will be increased cheese production for export. Multiple stakeholders are participating in the consultation, which hopefully will lead to a balanced code which will assist in addressing Irish public health concerns, whilst acknowledging the needs of the economy. BAI proposals are somewhat contradictory to Irish government dietary guidelines. The Department of Health’s food pyramid recommends three servings from the milk, cheese and yogurt group per day, as part of a healthy balanced diet. Teenagers should aim for five portions (one serving equals 189 ml of milk, one carton of yogurt, or 28g of cheddar-type cheese).

* NDC is concerned that the BAI proposes to put nutrient-rich foods such as cheddar cheese in a ‘less healthy’ category, implying products like diet cola are healthier. Why?

>> When a product which provides little or no nutritional benefit is classified as healthier than a product that provides calcium and nutrients such as protein, phosphorus and B vitamins, it shows that the classification model is somewhat flawed and is bound to cause a significant amount of confusion. The BAI proposal will not help families to plan a balanced diet.

* The Irish Department of Health recommends three servings from the dairy food group per day, and five for teenagers. Has the Department any say in food advertising rules?

>> The Department of Health have been participating in the BAI consultation.

* The Irish food industry says BAI proposals are based on a UK nutrition model which is unscientific, out-of-date and based on a 100g measure, rather than the actual amount people eat. Does NDC agree?

>> Numerous flaws have been pointed out in this model. One portion of cheddar-type cheese is 28g. The model proposed by the BAI is based on portions three times bigger than this, which clearly does not reflect normal cheese consumption patterns. Ideally, if advertising restrictions are implemented, we should draw on evidence from Irish food surveys.

* The Irish food industry says the Irish Universities Nutrition Alliance food consumption database, compiled at a cost of over €7 million by the Department of Agriculture, should have been used by the BAI. Does NDC agree?

>> Yes. Ireland is recognised internationally for its extensive, high-quality food consumption databases which provide clear insights into Irish dietary patterns. The BAI should utilise such data to ensure regulations reflect Irish habits and needs.

* How can the public have their say?

>> We encourage the public and interested parties to make submissions to the BAI in relation to their proposals, before the deadline of May 31, 2012. The public consultation document on the Draft BAI General and Children’s Commercial Communications Codes is available on the www.bai.ie web site.