Channels gift ad spots for food campaign

Commercial broadcasters have committed airtime worth millions of pounds for a high-profile government healthy eating campaign.

ITV, Channel 4, Five, Sky, Virgin Media Television, Discovery UK and others will screen promotions for free as part of the three-year scheme in the run up to the 2012 Olympic Games.

Other big firms including Britvic, Cadbury, PepsiCo, Coca-Cola, Mars and Tesco are also committing resources. They will integrate the campaign with their own marketing and put items on packaging.

The private contribution, estimated to be worth more than £200 million in total, is being coordinated by the Advertising Association.

"Business is part of the solution to tackling obesity in the UK," said AA chief executive Baroness Peta Buscombe. "By harnessing the immense talents in this country in advertising, marketing and media, we believe we can make a real difference, bringing about real change."