Chapter 2 – The Dietary Guidelines

Peter Bazalgette chaired the group dealing with education. At the time, he was the producer of the BBC TV programme, Food and Drink. Since then, he has gone on to greater things and introduced Big Brother to the UK. In February 2016, Sir Peter, to give him his current title, was appointed Chairman of Independent Television (ITV). Much of his contribution was about the advertising of different foods. He considered that there were huge opportunities in the ‘Health of the
Nation’ for food companies to use advertising to put across positive messages. He asked a number of advertising agencies to present their ideas on how they would promote healthy foods. All of them were agreed that if you want children to eat better, the last thing to do is to mention the dreaded word ‘nutrition’ or the dreaded word ‘healthy’ .One of the agencies took the view that their task was to persuade children to eat oranges, not to tell them they are healthy. So the message was: “If an orange squirts you in the eye, it hurts. But if you eat one, it doesn’t.”

Chapter 2 – The Dietary Guidelines

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