Children’s Food Ads Come Under Criticism in the EU

Given the increase in the rate of childhood obesity, the European Commission is coming under increasing pressure to act under the influence of consumer groups.

There is wide variety in the regulation of marketing across Europe, and few countries have specific rules to follow. Marketing of food and drink in the EU is based on a self-regulation: companies agree to abide by codes of conduct and do not promote unhealthy foods, especially to children.

In a recent study by the UK's Office for Science, it was estimated that approximately 25 percent of all children under the age of 16 could be obese by 2050. Furthermore, the European Childhood Obesity Group (ECOG) states that there is "a direct relationship between advertising and higher rates of obesity in children."

Industry groups who are not in favour of a regulated industry have attempted appease the EU by launching a series of initiatives limiting food and drink advertising to children under the age of 12 across all advertising mediums. However, consumer organisations have remained dissatisfied and call for all marketing of unhealthy foods to children to cease entirely.

Fighting in favour of self-regulation, Will Gilroy of the World Federation of Advertisers (WFA) argues that marketing and advertising have been unfairly portrayed as being the ‘bad guys' in the obesity debate. Gilroy believes that marketing and advertising have become the scapegoat for childhood obesity. However, "there will always be an inclination to resist marketing," he says, "and then make a sensible and proportionate policy based on everything."

It is anticipated that the European Commission will release a list of permitted health claims by the end of 2011, after which food manufacturers will have six months to take any false claims off the market.

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