The European Approach To Junk Food Adverts: Worth Paying Attention To

For instance, Norway’s Broadcasting Act allows neither the broadcasting of advertisements in connection with children’s channels, nor directing advertising to children. Under these regulations issued by the Norwegian government, advertisements also cannot be broadcasted 10 minutes directly before or after a children’s program. Television commercials aimed at children younger than 12 have been banned in Sweden since 1991. 

In countries such as Ireland, regulations on advertising unhealthy food have been adopted and advertising candy and fast food on television is prohibited. In addition, in 2004 the French government was motivated to take action against unhealthy food advertisements by an increasing number of obese children. It instructed all beverage advertisers on television and radio to provide information on the content of added sugars, sweeteners and salt. 

In 2007, a decree was issued which defined the kind of health information that must be incorporated in these messages. During television commercials that advertise foods with a high content of added sugar, salt or artificial sweeteners, a message like “for your health, exercise regularly” and “for your health, avoid eating too many foods that are high in fat, sugar, or salt,” are displayed in horizontal bands. 

The commitment to battling the childhood obesity can be seen through the efforts that many European countries are making to decrease children’s exposure to unhealthy food advertisements. In June 2013, The World Health Organization Regional Office for Europe (“WHO/Europe”) requested all member states in the European region to adopt more severe controls on the advertising of foods that contain high level of saturated and trans fats, sugar and salt to children. In its report, named Marketing of Foods High in Fat, Salt and Sugar to Children: Update 2012-2013, WHO/Europe states that the advertisement of unhealthy food and beverage products “is now widely recognized in Europe as a significant risk factor for child obesity and for the development of diet-related non-communicable diseases.” WHO/Europe calls on for more government action and issuing specific advertising regulations which will restrict the marketing of unhealthy food to children and lead to eliminating childhood obesity.

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Legislative Changes Much Needed In The US

Children are swamped with unhealthy food advertisements which influence their consumption of these products on a daily basis. At the same time, it is scientifically proven that these products gradually increase childhood obesity rates for children between the ages of two and 11 in the United States. Obesity increases the risk of developing various serious illnesses, and obese children have diminished chances to grow into healthy adults. Several initiatives to decrease the level of children’s exposure to unhealthy food advertisements have been launched by the Federal government and companies in the food and beverage industry. But so far, these attempts have not led to any noteworthy changes.