Child Food Marketing

    
According to information released last week by the Public Health Agency of Canada (PHAC),
Canadians say obesity is the most important health issue facing our children and youth. Demonstrating this is the fact that in November 2011, one in four children across Canada were overweight or obese. In addition, the PHAC has also stated, 60% of people feel the federal government isn't doing enough to deal with the problem and want them to do more.

Perhaps we can modify and monitor the advertisement of food and beverages we have towards children. It may not sound like an important piece to the obesity crisis, but in actual fact it is. You see, foods children eat and even more so what they ask their parents to buy, and then they ultimately eat, are often influenced by advertising. Many of the ads are focused on products that are high in calories, fat, sugar and/or salt too. Advertising of unhealthy foods has not been proven to have a direct impact on childhood obesity but it certainly seems like there could be a connection. We know that it can contribute to poor food choices, ultimately leading to excess weight gain.

The results of the PHAC study indicate most Canadians strongly approve bans on junk food marketing aimed at children. 53% feel strongly to ban all marketing of high fat, sugar or salt foods aimed directly at kids and youth. 60% feel the marketing should be restricted. We certainly aren't the only ones that feel that way. Several European countries have voluntary and regulatory approaches already in place.  Ireland bans the use of celebrities or sports figures to promote food or drinks. Norway has banned radio and TV advertising to children and during children's programming. France also has a law against advertising unhealthy foods on TV with fines for those who choose not to follow. There is no such requirement for Canada yet, however since 1980, and with a few exemptions, Quebec has banned advertising to children thirteen and under, including the advertisement of junk food.

Sure we can start off as voluntary, but we all know that if something gets legislated it's more likely to stick. Down the road, mandatory guidelines may have to be the answer. You see, along with many countries in Europe, the United States has voluntary approaches as well. A report from the Sunlight Foundation Reporting Group from the end of last year indicated media companies and major players in the food industry coordinated lobby efforts to ensure mascots like Tony the Tiger could still be used to help sell products. Last year alone over $37 million was spent in an effort to stop voluntary guidelines around the marketing of food to children in efforts to combat obesity. Big companies such as Nestle,  Kellogg, McDonalds, General Mills and more are amongst the list of participants. What's potentially upsetting is the fact that most of these companies are also major sources of campaign money for US congress members.

People are exposed to hundreds of media marketing messages every day. It's also thought we make
more than 200 decisions a day on food. As adults we have the ability to decipher hidden messages,
intent and ultimately make a sound decision based on fact and science for ourselves. Children are
vulnerable. Current advertising practices play an important role in shaping children's food and
beverage choices, preferences, dietary patterns, food-related attitudes, beliefs, values, behaviours and
health. Perhaps the regulation of marketing food and beverages to children is part of the obesity
answer.

As seen in The Telegram January 16, 2012