“The new stricter advertising self-regulations will set the standards of what could be advertised, will encourage companies to develop and advertise foods we wish our children to consume more of, introduces a pre-vetting system which ensures that only advertisements which meet the new standards make it onto the television screens and weeds out inappropriate advertisements and introduces a programme of nutritional labeling and education by the fast food companies� said Datuk Vincent Lee, President of 4As.

He said this after a meeting held with the major fast food advertisers and television broadcasters recently.

In summary the new self-regulatory guidelines are :

• Fast food advertisements will not be placed in children’s (4 to 9 years of age as demographically represented by Nielsen Media Research Malaysia) TV programmes which have a TV rating point of 4 and above.
• Fast food advertisers will not sponsor children’s TV programmes
• Fast food advertisements will not:-
  • Encourage excessive food consumption
  • Provide inaccurate or misleading information on nutritional value in any product
  • Imply that a product could replace a complete or balanced diet

The self-regulatory advertising guidelines have been accepted by the Ministry of Health. The Ministry has also mandated nutritional labeling of fast food. Implementation of these commitments will be independently monitored and verified by the Ministry of Health and the 4As.

Malaysian Advertisers Association President, Mr Peter Das said “Industry wants to work together with government in promoting healthy lifestyles and diet. Companies are already taking initiatives to promote healthier choices for children. There is a clear consumer demand for healthy options to which industry is increasingly responding.�