FOOD INDUSTRY representatives have launched a trenchant attack on proposals in the Broadcasting Bill to limit advertising of junk food to children.
The Consumer Foods Council, which represents the main manufacturers and processors, says the proposal is unfair, unbalanced and unenforceable, and claims it will not work.
Members of the council, which is part of employers' body Ibec, are due to make their arguments to Minister for Communications Eamon Ryan at a meeting today.
The Bill, published by Mr Ryan last May, proposes a major reform of broadcasting in Ireland, including the creation of a new Broadcasting Authority of Ireland to assume responsibility for television and radio stations.
Section 42 gives the authority the power to draw up a code of practice to ensure that advertising on television and radio protects the "general public health interests of children".
The section also gives the authority the power to ban foods and drinks that are the subject of public concern in relation to children's health, "in particular those which contain fat, trans-fatty acids, salts or sugars".
The industry fears this provision will be used to introduce sweeping bans on advertising of foods considered unhealthy for children.
Amid concerns about rising rates of child obesity, a number of countries have introduced such bans.
Colin Gordon, chairman of the Consumer Foods Council, says the proposal in the Bill is too broad and ignores the work done by the industry to promote healthy eating, such as the provision of information about guideline daily amounts on food packets.
"It also ignores the fact that a significant amount of broadcasting, coming from outside the State, is not subject to regulation, while a significant proportion of the media, such as newspapers and magazines, will not be subject to this provision," he said.
Mr Gordon, who is chief executive of Glanbia Consumer Foods, said the Bill would limit the ability of Irish food firms to compete in advertising terms against UK companies and multinationals promoting international brands.
The Irish operations of multinationals were also worried about the Minister's plans, he added.
Bans on food advertising for children in Sweden and Quebec had not worked, he claimed, with obesity levels continuing to rise in both areas in line with international trends.
"If the aim of this part of the Bill is to tackle obesity, there is no international evidence to show that this approach works."
Ibec also claims the proposal is at odds with activity in other areas of Government, such as the promotion of dairy foods in schools.
It says voluntary codes are a better way of ensuring that children eat healthily and obtain sufficient exercise.
