Children's Nutrition Action Plan - The Food Commission

functional food, featuring pictures of chocolate amidst arrays of fresh fruit. Detrimental
effects on health of the fat and sugar content of chocolate are marginalised.
When manufacturers use their creativity to push at the boundaries of the voluntary codes,
what penalties exist for those that overstep the mark? And how can this be judged?
Is there any hope of reaching a consensus on a voluntary code of practice on the
promotion of foods to children?
Walkers Crisps has recently been the subject of a high-profile promotion campaign called
Books for Schools. Sales of Walkers Crisps (33% fat) have increased significantly as a result.
Promotional packets carry the statement: ‘The number of books a school can receive is only
limited by the number of tokens they collect. So help them by collecting tokens today!’
For this promotion, Walkers Crisps was awarded the prestigious Business in the Community
Award for Excellence 2000/2001, providing great kudos for the company’s marketing
strategy. It is difficult to believe that, in light of this commendation and increasing sales,
Walkers Crisps would agree to a voluntary code of practice restricting their promotional
activities.
The case of Walkers Crisps illustrates the problem that in drawing up voluntary codes of
practice on the marketing of foods to children, it is likely to be very difficult to find a
meaningful consensus between consumers, children’s organisations, health professionals and
the food industry.
It is likely that statutory controls are the only consistent and reliable way of enforcing
advertising and labelling restrictions for children’s food products.
Sustain: The alliance for better food and farming, Food Labelling & Marketing project,
94 White Lion Street, London N1 9PF.
The Children’s Nutrition Action Plan, published by The Food Commission
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