Obesity Action Coalition (OAC) urge regulation of advertising to children

In their report “Would you like lies with that? Food, kids and TV advertising”, the OAC calls for a ban on all TV advertising for foods and beverages during programmes where children make up 10% or more of the viewing audience.

OAC Director Leigh Sturgiss says children do not understand sales and marketing techniques and believe what they are told about unhealthy foods.

“Up to the age of 10 years, children are easily misled by advertising as they see it as entertainment or information. From 10 to 12 years, children begin to understand the motives and aims of advertising more, but they still do not understand sales techniques. There is no doubt advertising of high-fat, high-sugar foods to these children is partly to blame for increased obesity rates.

“In 2005, TV2 had an average of 12.8 food advertisements per hour between 3pm and 5pm. 80% of TV3 food advertisements were for foods high in fat and/or sugar.”

Leigh Sturgiss says regulation is the only way to control the number of adverts, along with their quality and content. “While regulation of television advertising would not solve the obesity issue by itself, it would be a very important part of the current response. We know what causes obesity, we know how to prevent it, and we just need to act effectively”.

For more information see www.obesityaction.org.nz