Children's Nutrition Action Plan - The Food Commission

♦ 16% of adverts aimed at
children were for bread, other
cereals and potatoes; 69
♦ 0% for fruit and vegetables; 69
♦ 10% for milk and dairy
foods; 69
♦ 4% for meat, fish and
alternatives; 69
♦ 62% for products high in fat; 69
♦ 50% for products high in
sugar; 69
♦ 61% for products high in
salt. 69
• 1995: 80-100% of all food
advertising on television was for
foods that are high in fat, sugar or
salt. 52
• ‘Children who watch TV see
about one food advert every 5
minutes and usually for foods high
in fats, sugar or salt. The greater
the television viewing of a child,
the more likely they are to have
unhealthy, high fat food habits and
unhealthy concepts about food.
They also ask their parents to buy
more foods advertised on
television.’ 53
• Children say they buy food to get
a free gift, collect tokens, etc. 73%
say they respond to adverts by
asking a parent to buy a product;
29% say they don’t take no for an
answer. 69
• Advertisers use a range of
techniques particularly attractive
to children to promote foods that
are generally high in fat and/or
sugar and/or salt – including
competitions, free gifts,
endorsements by pop and sporting
stars, and cartoon characters on
packaging. 54,55
• For every nutritionally ‘good’
levels of calories, fat, carbohydrates, protein and
salt for children aged three to six. 65
• Sainsbury’s Blue Parrot range (to be launched
spring 2001). 66
Other policy measures to improve the
manufacturing, retailing and marketing of food to
children
• More research is needed into the effects of
advertising to children (not sponsored by the
advertising industry 22 ) For instance, what is the
cumulative effect of advertising on children’s
eating behaviour and understanding of nutrition
and health? 67
• Research into the effects of advertising on
consumption behaviour (especially of fat, sugar
and salt) – using evidence from countries where
bans or restrictions on advertising to children are in
place. 67
• Research into the effects of advertising on
consumption behaviour (especially of fat, sugar
and salt) – using evidence from countries with high
levels of advertising to children, e.g. Australia. 67
• Review of dietary statistics, pan-Europe, of
children’s intakes of various nutrients.
• Monitoring of the advertising spend on key food
products, such as chocolate.
• Establishment of a campaigning coalition to
achieve a ban on advertising of children’s junk
food –support already expressed by the Food
Commission, National Council of Women, 68
Sustain and members of Sustain’s Food Labelling
and Marketing working party, 22 and Co-operative
Wholesale Society. 69 Guidelines may be drawn up
by the FSA.
• Review of ASA and ITC remit to consider total
effects of advertising, particularly to children,
rather than only on a case-by-case basis. 61
• ITC and ASA to consider making a distinction
between general products for children and
foodstuffs. The Radio Authority, for instance,
states that ‘Advertising must not suggest that
confectionery and snack food products may be
substituted for balanced meals.’ 70
The Children’s Nutrition Action Plan, published by The Food Commission
59