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The Food Standard Agency's
notorious nutrient profiling model is ?scientifically
robust and fit for its intended purpose?, an independent
review panel has concluded.
The model, which underpins Ofcom's ban on advertising
junk food to kids, rates all foods on the basis of a
100g portion. This means it classifies many wholesome
and nutritious foods eaten in far smaller quantities -
such as cereals, cheese, marmite and raisins - as high
fat, salt and sugar foods, which means they can't be
advertised during children's programming.
However, the panel did recommend a change to the way the
NPM calculates protein scores and for the FSA and Ofcom
to consider how the model could be applied to ads that
feature recipes.
The inconsistencies in the FSA's nutrient profiling
model were the subject of the high profile Weigh It Up!
campaign, launched by The Grocer last year, which called
for an urgent review of the model.
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