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I’m going to be anorexic…because I don’t know what to eat

Posted in Advertising March 2nd, 2007 by Melinda Varley

 Like a gloating git I showed my father the coverage on mad.co.uk of Ofcom’s decision to green light its ban on advertising products that are high in fat, sugar and salt to children under 16.

He replied with what is on everyone else’s lips. I quote my father: “A load of crap I reckon, it’s up to parents whether they give their child unhealthy food.  I can’t see children seeing an advert on TV for McDonalds saying to themselves ‘mmm McDonalds, I didn’t know they existed, I might just go for a ride on my tricycle and get a Happy Meal’ or ‘Mummy, can I have a Big Mac please?’ Give me a break, what a load of crap.”

Michael Grade also agreed by condemning the government restrictions on advertising as ‘nonsense’. Grade is rallying broadcasters and advertisers to fight off further restrictions together.

Grade said: “We have a common cause in resisting this nanny state culture. The restrictions are not going to stop the way people live and behave; it is a complete denial of what TV is about, which is reflecting real life.”

Worst of all, the restrictions, as ridiculous as they are, are insulting to society with the new rules questioning every single thing we eat.

Advertisers will have to prove that bananas are not HFSS and therefore can be advertised to children. This is total madness, as I would think a person would be more stupid for not realising a banana is a healthy fruit than a person thinking, ‘are banana’s good for you?’

Worst of all, advertisers can no longer advertise cereal with milk. Rice Crispies was one of the first cereals to encourage kids to drink milk by creating a sound with their cereal. Does anyone know how hard it is to encourage kids to drink milk? Never mind anymore, you can’t advertise milk to kids as it’s fattening. So now all the UK kids will develop osteoporosis and be in wheel chairs by the time they are 60.

These rules are making us question not just ads, but food. They make out  nothing is good for you – food is bad so take a leaf out of Victoria Beckham’s book and give up food altogether. Yay – we’ve found a solution to the obesity debate: discourage kids from eating because you just never know what you’re getting yourself into!

However, according to HRH Charles, the solution is much easier. That’s right kids, it’s not your fault, it is all McDonalds. It is to blame because it sells burgers.