The European Commission believes that proper advertising aimed at children could act quickly and effectively in tackling rising overweight and obesity levels in EU. This is why they are calling on food manufacturers to restrict food ads around children television programs because studies showed that overweight and obese children ate about twice as much after watching ads for food.
They find these voluntary restrictions to be an important step in the fight against obesity.
The European Commission will review the measures taken by the industry and judge how effective they were in 2010, and then change the measures if necessary.
Around one in three children under 11 years and one in five adolescents are overweight in Europe. Such situation represents "an acute health crisis" as it could easily lead to early onset of diabetes, leading further to heart and kidney problems and blindness.
Some countries have already taken important steps in curbing obesity. Britain and Ireland banned ads for foods high in fat, salt and sugar around children's television programs while France prohibited vending machines selling soft drinks and chocolate bars from schools.
Life styles that include fatty and sweet diets and lack of physical activity account for six of the seven top factors leading to poor health. European Union has more than half obese or overweight adults and the young are increasingly making Europe an overweight continent.