Action urged on junk food adverts

JUNK food firms are bypassing strict broadcasting laws by using the internet and mobile phone texting to target kids.

Campaigners last night warned Ireland’s youth obesity crisis could get worse unless tough action was taken against junk food producers.

Manufacturing companies are resorting to new forms of promotional campaigns to skip around broadcasting and advertising restrictions on junk food.

Europe-wide action is being demanded to stop the makers of fizzy drinks, sweets and crisps from dodging controls designed to protect children’s health.

Nutritionist Margot Brennan, from Irish Nutrition and Dietetic Institute, said: “For years they (the food industry) said advertising had no effect on children’s health but new reports have absolutely proven the link between advertising to children, obesity and their choice of food.

“Already one-in-five children in Ireland is overweight or obese compared to the European average of one-in-six.”

Research by the London-based International Obesity Task Force showed the food industry is increasingly using the new forms of advertising to by-pass parental controls and influence children directly.

Among the marketing methods used on the internet are games, free downloads and bogus entries on weblogs encouraging children to try products.

Advertisers also encourage youngsters to respond to promotional text message campaigns, place ads on educational materials and carry out product promotions in schools.

Ms Brennan said: “It’s not about any one single method but the overall effect of all the advertising on children’s choice of food.

“We are particularly concerned about children under the age of eight as they are not able to understand what ads are doing whereas older children can look at them critically.”

The institute remained concerned about how the food industry was easily able to use schools in Ireland as a marketplace.

A lack of money for physical education meant fast food companies were able to target schools effectively by offering to sponsor kit and equipment, she said.

As the food manufacturers’ websites are based abroad, traditional controls are almost impossible for governments to enforce.

Fine Gael’s food spokesman, Denis Naughten, said action was needed on a European-wide level to tackle junk food promotions on the net.

He said: “This has to be done on an international level as we are talking about the internet, which is global.

Mr Naughten also called for better marketing to encourage children to eat healthier foods like dairy produce, fruit and vegetables.