France is jumping onto the ad-restriction bandwagon, joining the US and the UK before them in making an attempt at using warnings to curb the climbing obesity rate in the country. Currently, about 30% of the French population is overweight and 10% is obese. The increasing size of the population is being blamed on processed foods and fast food, both of which encourage unhealth, on-the-go eating and are popular with the "youth" of the country. In an attempt to curb the climbing obesity rate in the country, France is jumping onto the ad-restriction bandwagon. Following in the footsteps of the US and the UK, France will be restricting what its viewers can and cannot see in food ads. All food ads are now required "carry cautions to stop snacking, keep active and eat fruits and vegetables." Specifically, the warning will have to include one of the following statements:

• "For your health, eat at least five fruits and vegetables a day."
• "For your health, undertake regular physical activity."
• "For your health, avoid eating too much fat, too much sugar, too much salt."
• "For your health, avoid snacking between meals."

The policy applies to "advertisements on television, radio and billboards and the Internet for processed, sweetened or salted food and drinks." Any advertiser who does not include the health-messages with their ads will be fined a percentage of the cost of the ad.

It was almost a year ago that we were first introduced to the concept of scented packaging for food products, but ever since our first whiff, the idea has really taken off and the idea has hit the mainstream.

Scents are a way of setting a particular product or advertisement apart from the competition, forcing people to take notice before turning to something else. Just look at the bus station ad for the Milk Board, which was an extreme example, but clearly generated a lot of attention. In a crowded marketplace, this type of unavoidable advertising is just what some companies need.

Recent products to jump on the scented ad bandwagon include Kraft Jell-O and White Fudge Chips Ahoy, which got full-page scratch and sniff ads in People Magazine and Diet Pepsi Jazz, which has scented coupons and "store signs infused with the new soft drink's [fragrance]." LG even used chocolate-scents to market their new Chocolate phones, although it probably triggered a chocolate craving before one for mobile phones.

Recognizing that television is not the sole media source that children are exposed to, British ministers are wondering whether a proposal that bans junk food ads on television will be effective. As a result, they are now considering whether to add restrictions to the ad content of websites, computer games, cinemas and packaging, as well as corporate school sponsorships. Such measures "could be voluntary or compulsory depending on the response of the food industry." Strict measures like these are being supported by the Labour Party and various parent groups.

The Food Standards Agency, backing the ban, has devised a "nutrient profiling system" to identify "junk foods" according to their nutritional information. It could be used to determine whether or not a food product could be advertised if a ban becomes legislation.

Ofcom, a television regular, thinks that measures like this seem too strict. A pre-9pm television ban alone would cost networks and advertisers at least £141 million, but there is not telling what the cost of essentially prohibiting "junk food" ads would be.

Giving junk food the same status as the TV programs that are deemed to be unsuitable for young audiences, the UK Food Standards Agency said that a ban on televised junk food ads before 9pm might be the most effective way to combat the childhood obesity epidemic. This was proposed as being a more feasible alternative than potential junk food ad regulations proposed by the television watchdog group Ofcom.

Ofcom offered three proposals. One was to ban all food and drink ads from children's programming and one only applied to ads for foods high in fat, sugar and salt. Their final suggestion called for limits on the number of ads that could be shown. FSA felt that these would be difficult to enforce or, as in the case of the first suggestion, did not allow for ads featuring healthy foods to be shown.

The FSA's proposal seems more likely to have an effect, due to its rather drastic nature, and consumer health groups have already given it a lot of support. Whether it comes to pass remains to be seen, but it doesn't seem like they considered the most obvious way to combat childhood obesity: get kids away from the TV and encourage them to be more active.

A few months ago, I mentioned that some food producers were testing out a new advertising strategy where they add smells to their packaging , trying to lure customers in with scents that promised how tasty their products would be. Grocery stores also appear to be applying this technique. The flyer pictured here, for example, is one I recently received in the mail from my local supermarket that tried to lure me with its sensory (scent-sory?) appeal.

To experience the smell, the oven door had to be "opened," but I was cautious in my approach because the warning label read "Do not open if you are highly sensitive to fragrances." How strong could this smell be? Keeping the flyer at a distance, just to be safe, I peeled back the label. It actually smelled pretty good and, much to my surprise, not entirely unlike the blueberry muffins it was trying to represent.

One small sample wasn't overwhelming, but I certainly can't imagine a whole store filled with them. Like the perfume samples that infest so many magazines, I can imagine advertisers increasing the strength of their scents until they're overwhelming. Walking through the bakery section and smelling fresh breads is one thing, but once the cereal aisle starts to smell I think the idea will lose a lot of its appeal.