Action Needed To Tackle Food Marketing, Says Expert

An international food policy expert has warned of the need to tackle the broad range of techniques that are used to market unhealthy food to children.

With one fifth of children in Ireland confirmed as overweight or obese, Sue Davies, Chief Policy Adviser with consumer watchdog Which? is set to open the eyes of Irish parents to the daily influence of marketing on TV, internet and packaging which drives the pester power of children seeking foods high in fat, sugar and salt.

According to Ms Davies, who will speak at a free public lecture organised by the Irish Heart Foundation this evening, there are many things that influence what we eat and marketing is an important factor. She said: “We have to make sure we have consistency across the board and use the power of marketing to encourage children to eat healthily rather than undermine parents’ efforts. Marketing is not just TV ads, it also takes the form of less obvious influencers such as cartoon characters on cereal boxes or promotions which involve collecting tokens from packaging of foods high in sugar, salt or fat.

“More recently with the explosion of digital media, children are being targeted subtly through online games on the internet. So what appears to be harmless and fun entertainment such as storytelling, is in fact another way to increase a child’s brand loyalty and ultimately increases pester power for less nutritional food products.”

Meanwhile the Broadcasting Authority of Ireland (BAI) is currently revising the Children’s Commercial Code with particular emphasis on the issue of food marketing of unhealthy foods. The Irish Heart Foundation has and continues to call for a ban on TV advertising of such products until 9pm. The charity stressed that toddlers as young two or three years old are susceptible to food marketing and brands of unhealthy foods.

The Irish Heart Foundation has invited Ms Davies to share her insights at a free public talk in the National College of Ireland this evening at 7.30pm and all are welcome to attend.

(BMcN/GK)