Andrew Lansley, the health secretary, called on the drinks industry today to back the Change4Life anti-obesity drive backed by the government. He also through out the £75m marketing budget set aside by Labour for the campaign.
Lanlsey stated that the coalition government will instead utilize social media in order to get the word about Change4Life across to people instead of the usual advertising campaigns. He also added that the campaign would be directed as a social movement instead of a government campaign, with the government asking the commercial sector, local authorities, and charities to get involved.
The in initiative was first launched last year by Labour with the intention of running the campaign until the London Olympics take place in 2012 but now that the coalition government plans to slash the funds it may not be quite as long.
In his speech Change4Life, Lansley asked the drinks industry to help spread the message of healthy food past their focus on sugar, salt, and fat. He also hinted however that he government will not seek regulation of drink and food advertising and marketing.
Lansley emphasized that with the change of government it is time to change the approach as well by getting business to back the social movement and support the movement instead of forcing them to.
A spokeswoman from the Department of Health stated that a decision has not been made if the government will still spend any money on advertising in traditional manners.
Lansley did add that that there have been many contributions already such as the Advertising Association offering £200m in advertising space and services from 33 different partners.
