The APPG on a Fit and Healthy Childhood has released a report on the 7th November which insists the government regulate the marketing of junk food to kids. Right now companies only have an opt-in system where they can volunteer to regulate their own marketing to children however only a few particularly virtuous companies have subscribed to the regime and the APPG on a Fit and Healthy Childhoods new report urges the government to implement a series of mandatory regulations to ensure that companies adopt less aggressive measures marketing their products to vulnerable young people.
Child obesity rates are soaring and the World Health Organisation has highlighted the adverse effect that cynical youth-focused marketing is having on the eating and drinking habits of our children. Whilst Public Health England prefers to take a suggestive approach such as making the Change4Life free Sugar Smart and Be Food Smart apps available these measures are criticised as being underwhelming in the battle against childhood obesity in the face of companies ruthless advertising of unhealthy choices.
Lead Author of the report, and chair of the working group Helen Clark said
‘If the Government really cares about the health and fitness of our children, this report should be welcomed. It’s time now to be proactive - simply ‘working with industry’ on marketing doesn’t work!"
Some of the proposed measures in the report include restoring the £600 Million funding cuts back to local councils public health funding and;
- The banning of friendly characters to advertise junk food.
- Pushing back junk food advertising after a 9pm watershed.
- Fully adopt the UNICEF-advocated ‘child rights’ approach.
Helen Clark went on to explain “Actions must be mandatory to benefit all the UK’s children and industry should be given no room to evade beneficial action, ‘get around it’ or, as too many companies are doing today, simply ignore it. It’s time for those who make policy to stand up and be counted in the children’s corner!’
Understanding our Language: The APPG is an acronym for All-Party Parliamentary Group.
Last week we reported that childhood obesity has been linked to 12 major cancers.