6.The battle for the nations diet comes as new rules on television advertising come into force in January which will bar adverts for unhealthy foods from commercial breaks during programmes aimed at children.Sources at the TV regulators are braced for a legal challenge from the industry and have described the lobbying efforts to block any new ad ban or colour-coded labelling as the most ferocious weve ever experienced.
7.Ofcoms chief executive,Ed Richards,said: We are prepared to face up to any legal action from the industry,but we very much hope it will not be necessary. The FSA said it was expecting an onslaught from the industry in January.Senior FSA officials said the manufacturers efforts to undermine its proposals on labelling could threaten the agencys credibility.
8.Terrence Collis,FSA director of communications,dismissed claims that the proposals were not based on science.We have some of the most respected scientists in Europe,both within the FSA and in our independent advisory committees.It is unjustified and nonsensical to attack the FSAs scientific reputation and to try to undermine its credibility.
9.The FSA is understood to have briefed its ad agency,United,before Christmas,and will aim to air ads that are non-confrontational,humorous and factual as a counterweight to industrys efforts about the same time.The agency,however,will have a tiny fraction of the budget available to the industry.
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