FSA's Nutrient Profiling Model: 'Scientifically Robust and Fit for Purpose'

To simplify the model’s use, the Review Panel is recommending that the protein cap be removed but that no other amendments to the model need to be made.

08/07/08 A panel of independent experts tasked with reviewing the effectiveness of the Food Standards Agency (FSA)'s Nutrient Profiling Model one year after it came into use, has concluded that it is scientifically robust and fit for its intended purpose.

The Nutrient Profiling Model was developed as part of a Government strategy to improve the health and dietary habits of children. Its scoring system allows Ofcom to distinguish foods that are high in fat, saturated fat, salt and sugar from those which are not, and so improve the balance of food advertised to children on television. The model has been in use as part of Ofcom’s broadcast advertising restrictions since 1 April 2007.

To simplify the model’s use, the Review Panel is recommending that the protein cap be removed but that no other amendments to the model need to be made. The Agency is now consulting on this recommendation to provide industry and other stakeholders an opportunity to contribute views. The Review Panel is also recommending that the FSA, the Broadcast Committee of Advertising Practice and Ofcom consider further how the model is applied to advertisements featuring recipes.

The independent review, which was led by Professor Mike Kelly, Director of the Centre of Public Health Excellence at the National Institute for Health and Clinical Excellence (NICE), assessed how effective the model is in differentiating foods on the basis of their nutritional composition, when used as a tool to judge which foods can and cannot be advertised to children.

The Review Panel has consulted widely and considered practical, technical and scientific issues raised by stakeholders. As part of the review process, an independent academic workshop took place, during which academics looked at some of the main issues raised by stakeholders.

Chair of the Review Panel, Professor Mike Kelly, said: 'Throughout the course of our Review we have consulted widely and listened to all the issues raised by stakeholders. Our recommendations follow careful consideration and rigorous, scientific testing of the model which has been in use for the past year.

'The model is innovative, fit for purpose and has a real public health benefit.'

Review Panel member and Head of Nutrition and Health Research at the Medical Research Council, Dr Susan Jebb, added: 'It is imperative that children’s diets are improved, not just because the seeds of adult disease are sown in childhood, but because dietary habits track into adult life. A range of approaches is required in order to achieve this and the Nutrient Profiling Model, as applied to children’s TV advertising, is an important element in the overall strategy.

'Comprehensive testing by scientists in the UK and internationally has shown this model to be far more robust than others. The proposed change will improve it further and make it easier to use.'

Rosemary Hignett, Head of Nutrition at the Food Standards Agency, said: 'Just as the FSA encourages people to eat a balanced diet, our work in this area aims to bring about an improvement in the balance of foods advertised to children, and help parents make healthier choices for their children.

'Children are already seeing far fewer advertisements for foods high in fat, saturated fat, salt and sugar, meaning the model is achieving its designed purpose.'

The Review Panel will make final recommendations to the FSA Board in winter 2008, once it has considered views arising from the public consultation and those from the Scientific Advisory Committee on Nutrition (SACN). A final decision by the FSA Board on the Nutrient Profiling Model for use in broadcasting controls should be made in early 2009.

Average intakes of saturated fat for 4-18 year-olds as a percentage of food energy are 14.2% for males and 14.3% for females compared to a recommended 11% food energy. Average intakes of NMES (similar to added sugars) is 16.7% for males and 16.4% for females added sugars, compared to a recommended 11% food energy. (National Diet and Nutrition Survey, Young People, 1997).

Children in Britain eat on average only two portions of fruit and vegetables a day – with one in five eating no fruit at all. (National Diet and Nutrition Survey, Young People, 1997).