Advertising and television positive forces

Advertising and television positive forces in the fight against childhood obesity

Food Industry Group says new children's advertising code plus recent initatives and research show industry continues to play its part in addressing obesity

The launch of the new Children's Code for Advertising Food by the Advertising Standards Authority (ASA) is another example of industry working with the public and health bodies to help address childhood obesity.

According to FIG (the Food Industry Group) this new code further increases the level of responsibility food manufacturers, marketers and media have accepted in order to help parents in their role of educating children about balanced eating.

FIG Chairman, Jeremy Irwin, says that once again industry has been proactive, responded to concerns and made it clear that members are committed to doing the right thing.

“While global and local research shows advertising has around a 2% influence on children’s eating habits, our industry knows we have to help parents, by being vigilant about the messages in advertising. The food industry is doing its part,” he said.

Along with public and health organisations, FIG members have been actively involved in developing the new code.

Irwin noted that the code is the latest of several projects and research proving the positive influence advertising and television can have on addressing the obesity issue.

One current initiative is the Eat Wise and Exercise campaign (www.eatwise-exercise.co.nz) by Foodstuffs supermarkets, which has used television and other marketing mediums to reach around 75% of household shoppers who have children.

“Food manufacturers, retailers, marketers, ad agencies and media continue to work together to look at new ways to encourage balanced lifestyles and healthy eating,” he said.

Recent research has shown that television programming, including shows such as The Biggest Loser, has a measurable impact on children’s views of eating and being obese, making them aware of the risks of unbalanced lifestyles and concerned about ensuring they remain healthy.*

ENDS

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