We established Business4Life as a coalition of food and drink, media, fitness, and retail companies who are partnering with Government to support its Change4Life movement We participated fully in the Code Review process to ensure that the codes are clear, proportionate and correctly comply with current domestic and European legislation We communicate its benefits to the economy and to society, and we seek the optimal regulatory environment for our industry A threat to advertising for "buy one, get one free" offers, and free gifts included with magazines and newspapers, was defused when we secured a commitment from government that the promotions would not fall foul of new consumer protection rules