Advertising obesity to children

HAVE you ever wondered why giant billboards rented by food companies display chubby-cheeked, "well-fed" kids? If advertisements do not work, why do American food companies spend as much as $15 billion annually to market their products to children? As the European Union and United States grapple with the problem of childhood obesity, our airwaves are replete with bouncy songs and funny voices that sell food to kids and, consequently, entrance our children.

Even those institutions that hitherto used to be outside of the market, are being invaded. High schools now sell the outer walls of their premises, the spaces of their hallways and the classroom time of their students to manufacturers of candy bars, soft drinks, food beverages, etc. It is not surprising that these companies are highly successful, having perfected the art of manipulating the emotions, thoughts and intelligence of the target audience. A 2003 joint World Health Organisation (WHO)/Food and Agriculture Organisation (FAO) report had shown that advertising was among a range of factors identified as having a negative effect on health.

Childhood obesity and associated type two diabetes are now serious problems in the EU and United States, while serious efforts are being made to shield children from advertising of high calorie, energy-dense, nutrient-poor foods (foods high in fat, sugar and/or salt). Alarmed at the increased incidence of illnesses related to obesity, such as heart disease, stroke and diabetes, governments across Europe have expressed concerns about the health of their populations. According to the International Obesity Taskforce, 36 per cent of nine-year olds in Italy are overweight or obese, while in Spain, 25 per cent of children and adolescents have the problem.

However, obesity is not confined to rich industrialised countries. In Egypt, surveys of 4-year -old children reveal that over 25 per cent of them are overweight or obese. In Nigeria and Kenya between five per cent and 10 per cent fall within these categories. The most likely causes, according to WHO, are redundant physical activity and over-consumption of energy-dense convenience foods.

Are food companies to blame for obesity? According to the Centre for Science in the Public Interest (CSPI), which intervenes in American nutrition issues, the rates of obesity in that country have doubled in younger children and tripled in teenagers. Meanwhile, American children see close to 60 commercial messages daily from television alone and about half of such advertisements are for candy, fast food, soft drinks and sweetened breakfast cereals that are high in calories and fat and low in fibre and essential nutrients.

After a three-year review of research and practices in advertising aimed at children, the American Psychological Association opined in 2004 that children under 8 lack the intellectual maturity to process advertisements. It then concluded by stating that televised advertising aimed at youngsters are tantamount to exploitation of a vulnerable group. As if to admit that marketers contribute to the epidemic of childhood obesity, Kraft Foods Inc., the largest food company in the United States, announced that it would stop advertising some of its most popular kids' foods to children below the age of 12. The change affects products that approximate 10 per cent of the company's annual revenue, which is more than $30 billion.

Food companies (eateries inclusive) should note that our children require special consideration and protection with respect to advertising. The appropriate regulatory bodies should therefore ensure that food advertising regulations are consistent with food labeling regulations. Nigeria could learn from the EU, which, recently, warned food firms to stop advertising junk food to children and make labelling clearer.

I support a total ban on promotion of caffeinated drinks and sugary drinks, as well as foods largely devoid of nutrients, fruits, vegetables and whole grains. Advertising of foods high in fats, added sugars or salt, and large-portion products should also be axed. Finally, lawsuits should serve as a deterrent to recalcitrant food advertisers.