The Food Standards Agency is working on proposals that could see junk food companies banned from sponsoring major sporting events.
In one of the latest attempts to halt the rise of obesity in the UK, future sponsorship of such events could be accepted only from brands associated with healthier eating.
In 2003, the British sporting industry received £40 million in sponsorship from manufacturers of fast food, soft drinks and confectionery.
McDonald’s is sponsoring Euro 2004, and many company chiefs believe such sponsorship is vital to securing brand loyalty among young people.
The FSA is also calling on food manufacturers to use celebrities only to endorse healthier foods.
Posted by James at March 9, 2004 12:42 AM