The City Council of London is preparing to prohibit, as of February, the announcements of olive oil in the metro stations and wagons of the city. The campaign promoted by the Labor mayor, Sadiq Khan, to fight against childhood obesity, equates the pressed juice of olives with "junk food" ingredients such as palm oil. The prohibition includes other condiments such as mayonnaise or, soy sauce, pesto, butter or even the famous cubes of chicken or veal concentrate.
The criterion used to establish the prohibition is inspired by that established by Public Health England (Public Health of England), an agency dependent on the British Government that rates food according to the balance between the nutrients beneficial to health, such as fruits, vegetables, proteins and fiber, and those whose contribution to children's diet aspires to reduce, like sugars, saturated fats or salt. In the end, it is something as unattainable as the caloric index of each food – and the olive oil it has it in a high degree – the one that establishes the scale.
"We do not intend to prohibit advertisements for products that do not contribute to childhood obesity, and companies may request an exception if they prove that their product does not aggravate that problem, for example, if it is a product that is not consumed regularly. We will take care of requests of this type, "explained a spokesman for the mayor before the complaints that the city council has begun to receive.
The Association of Publicists of the United Kingdom is currently in consultation with the municipal team and, given the number of complaints received, does not consider it possible that the new measure could be implemented as early as February. "The mayor's office has just begun a process of consultations with the industry on this type of policy, and there are relevant issues that focus mainly on products that could be an exception to the rule. the date of February is possible, "they said in a statement.
The advertising business in the London Underground is hugely lucrative. Almost 5 million people use this means of transport on a daily basis. The Transport Authority of London annually receives more than 160 million euros for the placement of advertisements. Of them, more than 20 million come from food advertising. But the blow to the food industry goes further. In the case of olive oil, a universal product increasingly consumed by its nutritional benefits, is a blow to their prestige.