Food advertising to children faces scrutiny

THE EFFECTIVENESS of current rules on advertising food and drink to children will be among the topics covered by a European research project initiated in Brussels yesterday.

The 11-country study, to be completed in 2010, will assess the impact of food advertising targeted at young people, and examine whether the obesity crisis among children justifies tougher legislative measures. Entitled Polmark (Policies on Marketing Food and Beverages to Children), it will consult children's organisations, teacher groups, food companies and advertising agencies.

Michael O'Shea, chief executive of the Irish Heart Foundation, which is leading the Irish segment, said the findings would be available to the Government in looking at policy options on advertising and marketing of unhealthy foods to children. "The findings should inform the Minister for Communications, Energy and Natural Resources, Eamon Ryan, in particular, when considering specific measures to address advertising of unhealthy foods to children as proposed in the new Broadcasting Bill," he said.

There is a ban in the Republic on the use of celebrities and sports stars in advertising food and drink to children. In France all such advertising must include a health promotion message. The British government has banned advertising of high-fat and high-sugar foods during TV shows aimed at children up to 16 years old.

Child obesity has been rising in Europe for two decades. One in four Irish children aged 5-17 years is either overweight or obese.