The health of the children around the world is put at risk by the marketing of junk food, according to a report from the Food Commission, an independent UK food watchdog.
The report, “Broadcasting Bad Health: Why food marketing to children needs to be controlled”, said that each year billions of dollars are spent on global advertising by the food industry.
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In industrialised countries, food advertising accounts for around half of all advertising broadcast during children’s TV viewing times, with three-quarters of such food adverts promoting high-calorie, low-nutrient foods, the report said.
“Junk foods and sugary drinks are supported by enormous advertising budgets that dwarf any attempt to educate children about healthy diets,” said research officer Kath Dalmeny, co-author of the Food Commission report. “Junk food advertisers know that children are especially susceptible to marketing messages. They target children as young as two years old with free toys, cartoon characters, gimmicky packaging and interactive websites to ensure that children pester their parents for the products.”
Companies such as KFC, Burger King, McDonald’s, Kinder, Mars, Cadbury’s, Nestlé, Coca-Cola and Pepsi are criticised in the Food Commission report for targeting children. The report calls for international controls on the marketing of high-calorie, low-nutrient food to children.
The Food and Drink Federation, which represents the UK food and drink manufacturing industry, hit back at the report, saying the adverts were responsible.
“UK food and drink manufacturers take a very responsible view of their relationships with children. There are already strict Codes of Practice governing advertising and these state that ads should not encourage children to eat or drink frequently throughout the day, condone excessive consumption, or suggest that confectionery or snacks should replace balanced meals,” the federation said.
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