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IN THIS SECTION
BAI Review of the Children’s Commercial Communication Code – Oct 2011
The WHO states that “Obesity is one of the greatest public health challenges of the 21st century”. Prevalence of obesity has tripled in many European countries since the 1980s, and continues to rise at an alarming rate, particularly among children. In Ireland 24% of adults are obese and 37% are overweightand 7% of children are obese and 19% are overweight.
Childhood obesity is associated with a higher chance of obesity, premature death and disability in adulthood. Obese children also experience breathing difficulties, increased risk of fractures, hypertension, early markers of cardiovascular disease, insulin resistance and psychological effects.
A wide range of measures are needed across different sectors to tackle the growing public health epidemic of childhood obesity. The Irish Medical Organisation welcomes the Broadcasting Authority of Ireland (BAI) review of the Children’s Commercial Communications Code and the recommendations of the Expert Working Group on Health and Nutrition of Children Living in Ireland. The restriction of advertising of foods that are high in fat, salt and sugarto young people would be a welcome development in the broader strategy to tackle obesity.
The IMO recommend the UK Nutrient Profiling Model of the Food Standards Agency should be adopted by the BAI as a model for defining “healthy” and “unhealthy” food and drink. This model has been fully endorsed by the Irish Heart Foundation and the National Heart Alliance.
Since 2005 the IMO has been calling in the Government to ban all advertising of fast food before the 9pm watershed on TV and Radio. Research has demonstrated that even a brief exposure to food commercials can influence children’s preferences. The only measure which will protect children sufficiently from exposure to advertising of unhealthy foods is an outright ban between 6am and 9pm.
IMO members see the impact of these energy dense foods on children, and indeed also on adults. Our members also see the burden placed on the health service by the illnesses caused by these products. As a people we are being encouraged to adopt a preventive approach to our personal health, and by proxy for our children's health. These are the contexts in which we advocate for regulation.
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