Laws protecting children from digital junk food adverts are ‘insufficient’

November 4, 2016

A World Health Organisation report said more regulation needs to happen
Children are exposed to foods high in fat, salt and sugar on social media
But parents are left unaware of the ‘engaging techniques’ used, they found
Allowing digital marketing to continue how it does could be dangerous

Stephen Matthews For Mailonline

Published:
03:36 EDT, 4 November 2016

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Updated:
06:10 EDT, 4 November 2016

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Current laws protecting children from junk food advertising are ‘insufficient’, health leaders have warned.

Policymakers must take action to address digital marketing and give youngsters some form of protection, A World Health Organisation (WHO) report found.

It warned that children are exposed to foods high in fat, salt and sugar but parents are often left unaware of the ‘sophisticated, highly engaging techniques’ used.

Existing rules governing adverts unhealthy foods applied only to younger children and often weren’t stuck to on social media, the report said.

Allowing it to continue how it does could lead to youngsters developing cardiovascular disease as they grow older, experts say.

Children are exposed to foods high in fat, salt and sugar but parents are often left unaware of the ‘sophisticated, highly engaging techniques’, a World Health Organisation report found

Dr Gauden Galea, from the WHO, said: ‘More than 60 per cent of children who are overweight before puberty will be overweight in early adulthood.

‘And an estimated 25 per cent of school-aged children in Europe are already overweight or obese.

‘This predicts a grim future, as we know that [being] overweight and obesity are a key contributing factor to cardiovascular disease, cancer and diabetes.

‘Allowing advertisers and the food industry to market products high in salt, fats and sugars to children through digital platforms with inadequate regulation can have huge consequences in health and economic terms.’

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The report of the WHO European region warned of the use of tactics such as ‘zombie’ cookies, device fingerprinting and geo-locations.

They found these methods allow digital platforms, marketers and food companies to build an extensive database of all of those who use the internet – including children.

A study by the British Heart Foundation found 100 food and drink websites popular with children were 80 per cent full of products that wouldn’t be allowed to be advertised to youngsters on television under UK broadcast regulations.

Allowing digital marketing to continue in the way it does could lead to youngsters developing cardiovascular disease as they grow older, experts say

However, it found these products were marketed online in a manner that made them attractive in the eyes of children.

They noted cartoons, animations, competitions, games, downloadable content and links to social networking site product as key methods.

The report is the first time that researchers and health experts have undertaken a comprehensive analysis of the ‘concerning situation’.

It concluded that ‘existing regulations are markedly insufficient to address the challenges in this field’.

Dr Zsuzsanna Jakab, WHO regional director for Europe, said: ‘Our governments have given the prevention of childhood obesity the highest political priority.

‘Nevertheless, we consistently find that children – our most vulnerable group – are exposed to a countless number of hidden digital marketing techniques promoting foods high in fat, sugar and salt.

‘Parents might be unaware of or underestimate the harmful impact of digital marketing, but this report makes clear the effect of such marketing on our children.

‘It is the responsibility of policymakers to recognise the new threat resulting from digital marketing of food to children and to act swiftly.’

Advertising Association director of public affairs Sue Eustace said: ‘The UK industry has already instigated a far-reaching review of the rules for food ads online, despite our existing regulations being amongst the toughest in the world across all media.’

The UK’s Committee of Advertising Practice said: ‘CAP is committed to ensuring food advertising is responsible.

‘We will be announcing shortly the outcome of a public consultation on significantly tightening the food rules designed specifically to protect children in non-broadcast media, including digital channels and online.’