Junk food promoted through sporting programmes

Junk foods promoted through sport

Posted: 14 September 2007

From The Age, 14th September 2007

By Bridie Smith

Junk food companies have been accused of promoting sugary, salty and fatty meals to children by falsely associating their products with health and fitness.

An independent report on the marketing of junk food to children, commissioned by the Cancer Council and released today, says children are being targeted at school through sport programs such as Coca-Cola's Active Factor program and McDonald's Hoop Time, which is run in conjunction with Basketball Victoria.

The report, produced by the University of Wollongong, says that while admirable in their promotion of exercise, such programs are "ethically questionable" because many of the 54 children aged 5 to 14 who participated in the study's focus groups believed that high-sugar foods were needed for energy to boost performance.

"That was a really clear message, particularly from the boys," the report's lead author Sandra Jones said, "especially with the cereals and energy bars, where there is that perception that this is what the sporting heroes do."

The report says Kellogg's Nutri-Grain website is "clearly designed to appeal to teenage boys", with the breakfast cereal positioned as "an energy food for power, strength and performance".

Kraft is criticised for pitching its cheese and peanut butter products as foods "that can and perhaps should be consumed on a daily basis".

Food Marketing to Children in Australia surveys the marketing habits of eight companies — Cadbury, Coca-Cola, Kellogg's, Kraft, McDonald's, Nestle, Streets and Uncle Toby's — and says all either have public policy statements about their commitment to responsible marketing of food products to children or use sports stars and imagery to con- vey a perception of health and fitness.

"Despite these policies, most of the products promoted to children — and recalled by children — were those high in sugar, fat and salt," Professor Jones said.

She said the findings were proof that current food marketing regulations were ineffective when it came to controlling consumption levels of foods that have a negative impact on children's health.

McDonald's Hoop Time competition has been running in Melbourne's primary schools since 1984 and culminates in a state final, where finalists get a McDonald's T-shirt, food vouchers and a certificate with the fast food chain's logo on it.

A spokeswoman said the chain was keen to promote an active lifestyle to children. "McDonald's can be part of a well-balanced diet … we encourage, through advertising, for kids to never stop playing," she said.

The report also says children are increasingly being targeted online, with companies spruiking games, quizzes, competitions and cartoon characters on their corporate websites.

The report — which describes current marketing regulations as "ineffective" — calls for tougher regulation on the marketing of junk food to children.

A spokeswoman for federal Health Minister Tony Abbott said the Government did not support the banning of "so-called junk food advertising".

One in five Australian school children is now considered overweight or obese.

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