TV ads pitch unhealthy food to children on ‘massive scale’

UNHEALTHY foods which contribute to childhood obesity are being marketed to youngsters in Ireland on a “massive scale”, the European Heart Network said yesterday.

TV adverts, often linking products to cartoon and film heroes, are encouraging children to demand foods high in sugar, salt and saturated fat, the report found.

The report - The Marketing of Unhealthy Food to Children in Europe - used data from 20 countries, including Ireland.

The Irish Heart Foundation, which contributes to the European network, warned that 21% of Irish children were carrying excess body fat, putting them at risk of chronic diseases such as cardiovascular conditions and diabetes.

According to the foundation, governments need to protect children from marketing of unhealthy foods to tackle childhood obesity.

Foundation chief executive Michael O’Shea said: “It is widely acknowledged that this is a societal problem, where many players have a role in tackling this problem.

“There is a consistent growth in all countries towards innovative marketing approaches directed at children, especially in schools and on the internet, amid increasing concerns by parents and public health experts.”

According to the report, much of the food marketed to children is high in fat, sugar or salt, such as savoury snacks, chocolate, confectionery, pre-sweetened cereals and sugary drinks.

The survey found that the percentage of adverts for food aimed at children that were for unhealthy products ranged from 28% in Italy to nearly 100% in Britain, with 54% noted in Ireland.

It said schools represent a growing marketing channel for food advertisers in most European countries.

Strategies include sponsoring events and linking food product purchasing to the provision of educational or sporting equipment.

Mr O’Shea added: “The Irish Heart Foundation will shortly be making strong recommendations on this issue to Government.”