The independent food watchdog was responding to a survey carried out on behalf of the Food Standards Agency (FSA) which showed that nearly nine out of ten consumers (88 per cent) believed that parents had the greatest responsibility for ensuring children eat healthily. Schools, at 43 per cent, were regarded as the second most important, with food manufacturers third at 30 per cent and broadcasters at 26 per cent.
Kath Dalmeny, policy officer at the Food Commission, said, 'No one can disagree that parents have a very strong responsibility for the diets of their children, but they need as much support as they can get to make that easier for them. At the moment all of the prevailing culture is against them. All of the unhealthy stuff is given the support of cartoon characters and football stars. They should back off from marketing things in a way which sets parents against children.'
The Food Commission's concerns were confirmed by the findings of the FSA survey, with 85 per cent of consumers believing there should be greater controls over the way fast foods are promoted to children, and 82 per cent agreeing that endorsements by celebrities had a considerable influence over children's choice of foods. More than half - 56 per cent - said that sweets should be removed from supermarket checkout stands.
FSA chairman Sir John Krebs said, 'The rising level of obesity in children is worrying to us all, not least to the parents of those children. Doing nothing is not an option, but reversing the trend is a huge task and one in which we all have a role to play.'
He added that parents needed the support of schools, industry, broadcasters and the Government to ensure that children had a healthy diet.