FPB calls for a simple approach.

The Forum of Private Business (FPB) has called for clarity when it comes to the labelling of food.

The Food Standards Agency (FSA) has decided that all pre-packed foods should display an easy-to-understand indication of their nutrients, and has opted for the idea of a colour-coded box on the label. The box shows the amounts of fat, saturated fat, sugar and salt in colour, using a block of red for too much, orange for quite a lot and green for a small amount. But the FPB's Food Adviser, Bob Salmon, said even that simple proposal has weaknesses.

"The trouble is that they decided to measure the amounts per 100 grams. They also decided to make the proposal voluntary. The problem then got worse when several of the major supermarkets thought that the amounts should be per average quantity eaten. They called this the guideline daily amount (GDA). So now in Britain we have two systems running, both use traffic light colours for the same ingredients but some are for 100g portions and others are for the GDA. This is causing some confusion."

Ofcom, the independent regulator and competition authority for the UK communications industries, has decided that junk foods should not be advertised to children. Mr Salmon says that created a problem defining junk food.

"Ofcom has decided that anything the FSA has coded red should be considered bad and so should not be advertised on television when children might be watching. This has caused even greater confusion."

Many foods are not eaten in 100g portions but have been banned from advertising, for example cheeses, breakfast cereals, tomato ketchup, raisins and even low fat margarines. Lightweight foods such as bread, oven chips and pasta escape the ban so they can be advertised. Many of the larger manufacturers have reduced salt, sugar and fats in their products but are still classed as junk food as Ofcom are still working to 100g portions.

Mr Sahnon said the figures speak for themselves: "Most parents agree that junk foods should not be advertised when children are likely to be watching. However, few will think that cheese should be banned, as they recognise that it is good for growing children. So it would appear that the UK authorities have got it badly wrong."

"The French have a better idea," he continued. "They are now insisting that all advertisements carry a suitable message like: 'Avoid eating too much fat, salt or sugar', or 'take regular exercise'. This does not classify any food as bad, however it does encourage sensible eating."

The FPB is calling for a similar approach that would not alienate businesses producing healthy foods that have been dubbed 'junk'. No food is inherently bad and the Government should concentrate on education so that people take a sensible mix of foods in their diet.

Contact The Forum of Private Business (Tell) 01565 634 467 Visit (Web) www.fpb.org