Now or never: banning junk food marketing to kids in Holland

Consumentenbond, CI’s member in the Netherlands, has called on the government to pass legislation banning the marketing of unhealthy food to children under the age of 12. This follows the rejection of the group’s proposed voluntary code of conduct by the Dutch food and drink manufacturers association, the FNLI.

Consumentenbond developed the code, which has been endorsed by a plethora of health organisations, scientific experts and politicians, in response to a memorandum from the Cabinet, the Government’s executive branch. The memorandum indicated that the Ministers of Health, and Youth and Family, are in support of a ban on the marketing of unhealthy food to children under the age of 12. The ministers believed that this should be achieved through self-regulation. Consumentenbond felt that industry was dragging it’s feet, and decided to come up with a code themselves.

Despite attempts by Consumentenbond to maintain a constructive dialogue with industry on this issue, the two sides were unable to resolve a fundamental disagreement. The FNLI believed that the ban should only apply to advertising aimed at children under the age of 7, not 12. Consumentenbond believes that the FNLI are gravely overestimating the ability of children between these two ages to fully fathom the true intentions behind advertising and other marketing techniques, and that a ban should therefore apply up the age of 12.

After talks broke down, the Consumentenbond gave the FNLI a final ultimatum to change it’s position and support the code, which it refused. As a result Consumentenbond feel that they have been left with no choice but to appeal to the Second Chamber of the Dutch Parliament to enforce this ban through law. Despite having initially supported the self-regulatory approach, Consumentenbond now feel that legislation is the only option left. They are hoping to generate support for a motion proposed by representative Henk van Gerven.

“Unbelievable! The whole country agrees that this is the best way forward, but the food and drinks industry has its head in the sand,” said Bart Combée, Director of Consumentenbond. “We had hoped to resolve this matter by mutual agreement, but were confronted with obstacles at every turn. Legislation is now the only alternative. We expect there to be enough support in the Second Chamber.”

Consumentenbond has been calling on manufacturers to stop marketing food and drinks high in calories and low in nutritional value to children. They cite research that has found that junk food advertising has a negative effect on childrens’ eating habits. This is contributing to the growing problem of child obesity, which Consumentenbond believes leads to health problems later in life. So far eleven major companies, including Coca Cola, Unilever and Mars, have voluntarily taken the initiative to stop marketing these products to children below the age of 12.

For more information watch Henry Uitslag, Consumentenbond’s Food Policy Expert, explaining the issue in greater detail.

A Junk Food Generation campaign update by Justin Macmullan

Consumers International (CI) has a long history of working on the issue of the marketing of food to children. Back in 1996 the report, A spoonful of sugar, highlighted the extent of junk food marketing targeted at children.

When we think of breakfast cereals, fast food, fizzy soft drinks, we take it for granted that the product marketing will include film tie-ins, cartoon characters, games and free toys to make them attractive to children. The shocking thing is when you become aware of the high levels of fat sugar and salt in some of these products.

Rates of obesity and overweight have seen a rapid increase in the last few years and as a result rates of heart disease, type 2 diabetes and some cancers are rising as well.

Now in 2009, the World Health Organization (WHO) is conducting a consultation with member states about what action should be taken.

CI and its members will be calling on governments to support the development of an international code with strong, clear and comprehensive standards.

We need an international code because marketing is international. Broadcast and online marketing doesn’t recognise national boundaries and an advert developed in one country can easily be viewed in another. It’s also the case that some countries won’t have the resources to implement their own regulation in this area, but an international code will give children in those countries some protection. And whilst it’s not CI’s job to make the business case – most companies are in favour of predictable and consistent international standards.

Two years ago CI, began working with the International Obesity Taskforce (IOTF) to develop Recommendations for an International Code on the Marketing of Food to Children. The recommendations have received widespread support from governments and public health groups and could form the basis for a WHO code.

By itself, stopping the marketing of junk food to children will not stop the growth in obesity; people need to change their lifestyles as well as their diets. But, stamping out the marketing of junk food to children will mean that they have a fairer chance of growing up healthier and fitter.

Value the meal

Corporate Accountability International points out how the proximity of fast food restaurants to schools influences our children’s diets.

In the United States (US), inner city children are likely to pass several fast food stores on their way to school. Around 20% of public schools even sell branded fast food. Aggressive marketing and the omnipresence of fast food make it difficult to avoid being bombarded by promotional messages.

The organisation points out that the Centres for Disease Control predict one out of every child born in 2000 in the US will develop type 2 diabetes.

Corporate Accountability International are asking the fast food industry to
- Stop marketing, promotion and sponsorship to children and teenagers
- Stop manipulating public health policy and nutrition science
- Provide complete, accurate and non-promotional information about the health risks of fast food
- Reduce negative impacts of fast food
- Pay the high costs of health care associated with diet-related diseases

Read more on www.valuethemeal.org

Sugary cereals in Australia

CHOICE, CI’s member organisation in Australia, tested 152 breakfast cereals for salt, sugar and fibre content and also their health claims.

Out of the top 10 cereals, by sales, six cannot be recommended; all of them are Kellogg’s products. Furthermore, CHOICE would only recommend two of the children’s cereals it tested as the other 40 are too high in sugar and/or salt.

Which? releases another report on breakfast cereals

Consumers International’s UK member Which? has shown yet again how bad some breakfast cereals can be:

“It’s pitched as the most important meal of the day, but with only 8 per cent of cereals getting a green light for healthy sugar levels, many Britons are waking up to poor nutrition, a new Which? report has uncovered.

Adults and children have a hard job finding a healthy start to the day, as cereal companies continue to add large amounts of sugar to their top brands.

Thirty-one cereals out of the 100 looked at contained more than four teaspoons of sugar per recommended serving and only one of the 28 cereals specifically marketed to children was found not to be high in sugar (but was still high in salt).

Morrisons Choco Crackles topped the sweet mountain with more sugar per serving than a Cadbury’s Chocolate Flake, followed closely by Kellogg’s Coco Pops Moons and Stars, Frosties and Ricicles which were over a third (37 per cent) pure sugar.

Many brands thought of as healthy, such as Kellogg’s All Bran, Bran Flakes and Special K did little to bowl over Which? researchers. Starting the day with Special K, for example, would be almost the sugar equivalent to waking up to a bowl of Tesco’s Dark Chocolate Fudge Cake Ice Cream.

The report Going Against the Grain, analysed 100 leading UK cereals. Although sugar levels remained high, positive changes could be seen with reductions in salt content. Despite this, 100g of Tesco Special Flakes was still found to contain the same amount of salt as 100g of Walkers Ready Salted crisps.

Other issues included confusing labelling, and questionable health and nutrition claims allowing some companies to promote a wholesome image for their brand, while failing to emphasise the high sugar or salt content.

Sue Davies, Chief Policy Adviser, Which? said:

“Breakfast is important, and some cereals deserve their healthy image, but most simply don’t. It’s especially shocking that almost all those targeted at children are less healthy. With such little choice, it’s a daily struggle for consumers.

“Cereal manufacturers need to wake up to the fact that people want to eat healthily and provide them with the means to do so by reducing sugar and salt levels and making labelling clearer. With over a billion pounds spent on cereals every year, it’s time they rose to the occasion. ”

Another guilty plead in Quebec

The Quebec Coalition on Weight-Related Problems again sends us great news about a guilty plead for illegal marketing to children:

"For the third time since the beginning of the year, the Quebec Coalition on Weight-Related Problems (Weight Coalition) is once more reacting to a new guilty plea recorded with regard to the prohibition to create advertising that targets children. This time, it is P2P Promotion Publicité, the advertiser which orchestrated the promotional campaign for Saputo’s Igor muffins in Quebec childcare centres in 2007, that is admitting its mistakes.

"This admission of guilt by the advertising agency is leading the way and shows other agencies they are also targeted by the Consumer Protection Act (CPA) which prohibits the creation of commercial advertising to young people. We hope this plea will continue to raise awareness within the advertising industry, regarding the impact it has on children’s behaviors as consumers", declares the Coalition’s Manager, Suzie Pellerin.

It is important to remember that the World Health Organization recognizes junk food advertising as a potential factor of the obesity epidemic among young people and asks advertisers to play a major role by maintaining responsible marketing practices, especially when it comes to children.

Following the lawsuit brought by the Office de la protection du consommateur (OPC), an agreement was signed today in the Montreal judicial district, therefore ending the legal proceedings. P2P is pleading guilty to eight counts of illegal children’s advertising against it, to the amount of $16,000 in fines.

"In Quebec, we are lucky to have CPA provisions which protect children by prohibiting commercial advertising aimed at them. These provisions are quoted around the world, but the Office de la protection du consommateur does not have the required human and financial resources to play the monitoring role it was entrusted with in 1980", Ms. Pellerin continues.

A reminder of the facts
On June 29, 2007, the OPC notified P2P Promotion Publicité with a violation report for a total of 15 counts and potential fines to the amount of $30,000 for the distribution, through certain childcare centres, of promotional bags branded with Saputo Groupe Boulangerie’s Igor muffins.
These bags contained Igor muffins, a $1.00 discount coupon to buy them, a booklet on the muffin’s nutritional value, an Igor coloring book, an invitation to visit the website www.igoretmoi.com and a sheet of Igor stickers. P2P was also accused of preparing that website and using it to advertise the muffin, as well as preparing a promotional poster, the booklet inserted in the promotional bags, a song and a CD related to the product, all of which was a violation of the CPA’s provisions prohibiting commercial advertising that targets children under 13.

Other recorded pleas of guilt
In January 2009, Saputo also admitted it was guilty of distributing advertising material to promote Igor muffins among children, in Quebec childcare centres. And, in February 2009, it is General Mills that admitted it was guilty of illegal advertising of its sweet Lucky Charms cereal through various games for children presented online.
The Weight Coalition greatly values the denunciation of illegal practices with regard to junk food advertising aimed at children.
Other current proceedings: Burger King and McDonald’s are also being sued by the OPC for illegal advertising targeting young people. The dates for these trials will be set shortly.

Getting on famously: Celebs and junk food

The UK Food Commission has criticised celebrities for promoting high fat, saturated fat, sugar or salt food products.

It says: “A survey of celebrity endorsed foods shows more than 25 well known folk who are more than happy to have had their 'brand' linked to foods and drinks of the type that the medical journal, The Lancet, has said they should be ashamed to promote. Triple gold medal winning cyclist Chris Hoy's endorsement of high sugar Kellogg's Bran Flakes is just the latest entry into a packed gallery of actors, sports people, musicians, and chefs happy to sell their faces to add lustre to the image of foods of poor nutritional quality.

Products high in sugar or fat - or both - are particularly prevalent in the survey, but high salt products also have celebrity backers. The majority of promotions in the survey are current - but even those that are not currently being run by companies are still being viewed on websites such as YouTube.

Sports stars such as Ian Wright, Chris Hoy, Kelly Holmes, David Beckham and Steven Gerrard have all been the face of high sugar products. It is hard to believe that double Olympic Gold Medal winner Kelly Holmes ever woke up to Coco Pops Coco Rocks cereal, but she has had her face on the box as part of Kellogg's Wake up to Breakfast campaign. Perhaps David Beckham wore off the 55grams of sugar calories in the half litre Pepsi he promoted during his extensive training sessions - but it won't prove so easy for your average office worker or schoolchild.

Government advice
The UK Government runs public campaigns to encourage reductions in the consumption of salt and saturated fat - and its own dietary surveys show that many people eat far too much sugar. Every product in the survey would be banned, under Ofcom guidance, from advertising during certain television programmes of particular interest to child audiences due to their poor nutritional quality. Yet, it is clear that minimal protection is afforded, not just to children, but to all of us - with celeb-promoted products in our survey appearing in radio ads, splashed on billboards, on company websites, on YouTube, and on TV shows with large child audiences but that fall outside the narrow remit of Ofcom rules.

The problem of celebrity promotion seems to be getting worse, according to Deputy Chief Executive of the National Heart Forum, Jane Landon, "Following the introduction of the Ofcom rules on food and drink advertising to children on TV, the number of food ads featuring celebrities has fallen during children's programming. But the number of celebrity food ads at other times of day has apparently increased which means that children's overall exposure is still high. Celebrity ads usually combine familiarity, aspiration and humour - all highly appealing to children, and advertisers know this is an extremely successful recipe for selling everything from butter to crisps."

Celebs opting out
However, not all celebs are willing to sell out to such marketing - and The UK Food Commission will be running a campaign to get 'refusers' to sign up to a charter. Oscar-winning actor, Emma Thompson, has told us, "I do think a contract or petition would be a good thing and I'd certainly sign up to it. There's so much RUBBISH out there and it appallsappalls me that we are used to sell it.