New advertising rules dubs cheese as 'junk food'!

PUBLISHED: 04:02 11 January 2007 | UPDATED: 10:26 24 May 2010

A CHEDDAR cheese maker has called new advertising rules 'nonsense'. Under new regulations coming into force next month, broadcasters will be banned from advertising cheese, which has been dubbed a 'junk food', during children's television programmes. Own

A CHEDDAR cheese maker has called new advertising rules 'nonsense'. Under new regulations coming into force next month, broadcasters will be banned from advertising cheese, which has been dubbed a 'junk food', during children's television programmes.Owner of the Cheddar Cheese Company John Spencer said: "The thing I am most upset about is, we all want our children to eat healthier, but if you look at the regulations that have come out, it has been hijacked by the fact that cheese is on the list."Using a nutritional profile, based on 100g, cheese is considered to be a junk food comparable to full fat crisps and chocolate cake. But John Spencer has argued that no one eats that amount of cheese.He said: "The average consumption of cheese in the UK is 30g per day, and in children that figure is even lower at 15g. Children actually need to eat more cheese than that to get their recommended daily amount of calcium."The model looks at fat, sugar and salt content in 100g servings of food, and not the amount in a typical serving. The ban is part of a Government strategy to crack down on junk food adverts and reduce the exposure of junk food to children.

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