Campaign Urges Food Industry to Stop Marketing to Children

27 Oct 2016 --- According to the World Health Organization, 1 in 3 children in Europe is either overweight or obese. WHO research shows that this ‘epidemic’ is directly linked to the marketing of unhealthy food and drinks.

A new campaign called ‘Food marketing to children: game over?’ has been launched by BEUC. The main message of the campaign is: “Food companies must live up to their promises by ending the practice of marketing unhealthy food to children. Otherwise regulation will be the only way forward to curb this pernicious practice that is fattening children’s waistlines.”

The campaign exposes actual examples of food ads that target children online. Over summer 2016, BEUC’s member organisations across Europe have retrieved several ads that run afoul of the companies’ voluntary commitments to market their high-sugar and high-fat products in a more responsible manner.

Monique Goyens, Director of BEUC, has commented: “Our members have been sounding the alarm for years and our campaign exposes how ads praising sugar-laden cereals or chocolate bars still overwhelmingly target children. In effect, this is planting the seed of obesity in children’s diets as early as possible.”

“Food companies increasingly shift their marketing from TV to the internet. Advergames, websites and apps deliberately heighten children’s appetite for high calorie food. And the Internet abounds with such examples.”

“Children cannot be considered regular consumers. Their early life eating patterns are decisive in shaping their future nutrition habits and health. It’s essential that food makers start acting responsibly in light of an exploding obesity crisis,” contends Goyens.