TV ads blamed for increase of child obesity
( 2003-09-29 11:21) (Agencies)
The British Government’s food
standards watchdog published Friday the first hard evidence blaming television
advertising for the excessive consumption of junk food that is causing an
increase of obesity among young people.
The Food Standards Agency said it commissioned the big research program to
look into the possibility of a link between the promotion of foods and
children’s eating behavior.
In spite of protestations of innocence by the food manufacturers and
advertisers, it established beyond reasonable doubt that advertising influences
what children eat as well as the brands they prefer.
The agency said it may consider recommending health warnings on packets of
soft drinks and snacks, or restrictions on the advertising of these products as
well as of fast-food chains such as McDonald's.
But first it will seek cooperation from the food manufacturers to try to find
common ground on the problems to be addressed.
Gerard Hastings, the professor of social marketing at Strathclyde university
who led the research, said it created a watershed for manufacturers and
regulators. “We can retreat into our corners and call each other names, or start
dealing together with the enormous problems we face as a society,” he said.
The agency said promotion of food to children was dominated by television
advertising of pre-sugared cereals, soft drinks, candies, snack foods and fast
food outlets. Companies selling the top 10 brands last year spent 339 million
pounds (US$211 million) advertising them on
television.
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