6 July 2006 - The National Heart Alliance (NHA) and Irish Heart Foundation (IHF) have called for the Government to take steps to protect children from unhealthy food marketing, to help tackle the growing problem of childhood obesity.
At a presentation today to the Joint Oireachtas Committee on Health and Children, the NHA (an alliance of more than 40 Irish organisations), and the Irish Heart Foundation, outlined the scale of the problem citing strong international evidence.
Research shows that food marketing does affect childrens’ food preferences, purchase behaviour and consumption and increases the effect of ‘pester power’. Food marketing to children across Europe is on a ‘massive scale’ - with the majority of money spent on TV advertising. A report from the US has described ‘a chilling account of how marketing affects health’.
Measures to protect children from all sources of unhealthy food marketing were recommended including: A restriction on TV advertising of unhealthy foods to children up to 9pm, improved structures for monitoring and data collection on this issue, the implementation of a healthy food policy in all schools and increased funding for schools PE and sports equipment.
The joint submissions called on the Government to address this issue immediately as the rate of childhood obesity in Ireland is higher than the European average with 1 in 5 children aged 5-12 years overweight, or obese, compared to 1 in 6 in Europe. The rate of childhood obesity in Ireland is growing each year and is linked to serious health problems such as Type 2 diabetes, cardiovascular disease and respiratory problems. Recent Irish research shows that 1 in 5 Irish children have high consumption of unhealthy food and drinks.
Specifically the National Heart Alliance and Irish Heart Foundation called for:
Action 1 - Protection from all sources of unhealthy food marketing
For example, schools are a target for marketing:
All schools, pre-schools and third level institutions should have healthy food policies. Funding and resources are needed to help schools develop and implement these policies.
The Irish Heart Foundation in particular has called for increased funding for sports and PE equipment to help schools be less reliant on commercial funding. The Heart Foundation has already made a submission to the Minister for Finance proposing a grant of €5,000 to both primary and secondary schools to provide sports and PE equipment, thereby reducing dependency on funding from commercial food sources.
Action 2 – Protection from unhealthy food marketing on TV
The Broadcasting Commission of Ireland (BCI) Children’s Advertising Code should restrict advertising of unhealthy foods up to a 9pm watershed. This option gives optimum protection to children.
Action 3 - Monitoring and Data Collection
Establish structures and procedures to monitor the nature and extent of food marketing to children and its regulation as it’s extremely difficult to know exactly the type and amount of food advertising to children. For example more information and monitoring is needed on unregulated areas such as the internet and text messaging.
The Chairman of the NHA, David Kennedy, called for a brave lead to be taken to tackle the growing problem of childhood obesity:
“In implementing the smoking ban Ireland showed that it can be courageous and take an international lead to implement good health promoting policy. There is an opportunity for the Irish Government to again show leadership in tackling obesity. Today we are highlighting some clear policy steps that can be taken to protect children from the marketing of unhealthy foods. This is just part of the overall solution on obesity, but each recommendation is readily achievable.
“Implementing these proposals will require cross Departmental and agency co-operation including the Department of Education and Science, Department of Health and Children and the Department of Communications, Marine and Natural Resources. For the health of our children, I urge that the issues presented today be addressed.
Marketing through sponsoring sports, PE and IT equipment in schools is of concern and the Irish Heart Foundation will be publishing research later this year showing the extent of this. Meanwhile, several studies show that the majority of Irish parents have said they are concerned about the promotion of unhealthy foods to children.