There is now proof that marketing of junk food to children is directly linked to a rise in obesity levels. Ann Dempsey reports
If children are prime targets of high sugar/high fat food manufacturers, then their parents are the victims, according to Dr Tim Lobstein, UK research psychologist with the International Association of Consumer Food Organisations.
"Parents are attempting to swim up a waterfall which has come flooding down upon them, encouraging their children to consume. I am not about to blame parents. In the absence of proper policies to control food marketing to children, parents are carrying the battle - and cannot win on their own."
He was in Dublin last week for the launch of the European Heart Network's 32-month research project to provide evidence about the impact of advertising unhealthy foods to children, and to develop proactive policies.
The network represents 20 national heart foundations, and Lobstein presented his European, British and Irish colleagues with a fat map.
It shows that up to one in 10 of seven to 11 year olds in northern Europe and one in three in some southern Europe regions are overweight. Globally, he finds that as emerging nations are identified for western marketing, young eating habits change dramatically.
"Children move from malnourishment to misnourishment. You now have obese children in urban Brazil."
Lobstein has looked at a lot of children's television to track the links between clever food commercials and too-chunky kids.
"One UK study suggests that children today are exposed to 77,000 food ads over their childhood, and 80 per cent during children's programmes are for high density, poor quality food products. Cartoon characters such as Teletubbies and Thomas the Tank Engine are licensed brands to sell foods.
"We have found that preverbal children respond positively to colours and images associated with specific ads. Manufacturers employ psychologists to help devise messages that appeal to children with 30-second story lines that stay in the memory."
Employing role models such as David Beckham and Beyoncé to sell food products is also successful. "Food manufacturers are becoming increasingly sophisticated. One soft drinks company allows you download free music from its website, manufacturers are sending text messages to consumers, installing soft drink machines in schools, and placing product endorsement within school stationery."
Allied to this has been an unprecedented increase in quantity and variety of processed foods, and subtle peer pressure on kids to spend pocket money in a food conformist way.
Also in Dublin last week was Dr Mike Rayner, director of the British Heart Foundation Health Promotion Research Group. His research indicates food ads - for soft drinks, sweetened cereals, confectionery, snacks and fast food outlets - have replaced toys in dominating child television.
"We found that trends in children's weight gain are rising at the same time as spending on all forms of advertising to children which increased six-fold in 1998 to 2004, and continues to increase year on year," he says.
"The significance is that there is now sufficient proof of the link between the marketing to kids of food that is high in fat, sugar and salt, and the rise in obesity levels. Up to now manufacturers have attempted to claim that ads influence brand switching only.
"We now have the evidence that advertising of one chocolate bar increases the sales of another. Increased marketing increases the spend in all areas."
What is to be done to halt this trend? Speaking at the Dublin launch, the Minister of State at the Department of Health and Children, Mr Brian Lenihan said there was a need to make it easier for everyone to eat healthy foods.
How? Lobstein feels politicians need to bite the bullet regarding food and exercise.
"Our children need greater protection from the marketing of energy-dense, low-nutrient foods. Voluntary marketing codes are inadequate and stronger regulation is required.
"We need joined-up Government thinking to initiate food policies which would bring in controls on food marketing to children, including controls on cross-border television, websites and e-mail marketing, and also to provide more parks and green spaces where children can play safely.
"I think parents should move from becoming anxious, to becoming aware, to becoming angry. They need to get this issue on the political agenda by telling their politicians how they feel about how their kids are being used. Only then will politicians sit up and take notice."
The Irish Heart Foundation which co-hosted last week's launch, is currently preparing a leaflet for parents giving advice on health eating guidelines for children. For more information contact them at 4 Clyde Road, Dublin 4, telephone 01-6685001, e-mail info@irishheart.ie - its website is www.irishheart.ie