Junk Food Advertising Continues to Undermine Children's Health in Europe

"The food and beverage companies were told in 2004 by the then European Health Commissioner Markos Kyprianou that they must cut their advertising to children or face regulation. The figures show that self-regulation achieved only a 29% fall in children's exposure, which is deeply disappointing. Exposure is now creeping up again in some countries."

01 Oct 2012 --- Advertising of junk food continues to undermine children's health despite the food industry's promises that they would restrict their marketing activities, according to a new report A Junk-Free Childhood 2012: Marketing foods and beverages to children in Europe published by the International Association for the Study of Obesity (IASO).

The review of advertising in Europe undertaken by IASO, a not-for-profit organisation, found that the industry's own figures show that children's exposure to advertisements for fatty and sugary foods had fallen by barely a quarter over the last six years.

The report's author, Dr Tim Lobstein, said "The food and beverage companies were told in 2004 by the then European Health Commissioner Markos Kyprianou that they must cut their advertising to children or face regulation. The figures show that self-regulation achieved only a 29% fall in children's exposure, which is deeply disappointing. Exposure is now creeping up again in some countries."

"The problem is made worse because the companies are allowed to set their own standards for what they consider 'junk food' and they set the bar too low," said Dr Lobstein. "Our report found over 30 fatty and sugary foods which are classified as unhealthy in government-approved schemes across Europe and the USA but which are considered healthy by the manufacturers and which they allow themselves to advertise."

He said "Each company came up with its own definitions of what and how it will advertise, which it uses to its own advantage. No-one understands all the definitions and no-one can monitor them effectively. This anarchy might suit the companies, but it means that children remain exposed to advertising which encourages them to eat a junk food diet."

"Self-regulation simply does not work in a highly competitive marketplace," said Dr Lobstein. "Asking the companies to restrict their own marketing is like asking a burglar to fix the locks on your front door. They will say you are protected, but you are not."

Proposals being debated in Norway this month suggest that all advertising of junk food which targets anyone under age 18 should be restricted by law. "Children have a champion in Norway," said Dr Lobstein. "We want this high level of protection applied across Europe."