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.