Which? arms parents against junk food marketingNew toolkit highlights how firms target kids

30 March 2007

 

Children

Which? is empowering parents in the fight against junk food with the launch of a new Kids’ Food Campaign Toolkit.

The toolkit, which can be downloaded from our food campaigns website, highlights some of the tactics companies use to target children with food high in fat, salt and sugar.

It also contains advice on how parents can promote the campaign – from getting support from local politicians to gaining coverage in the media.

Which? food campaigner Miranda Watson said: ‘The marketing of junk food to children goes far beyond television advertising. In some cases, parents may be totally unaware that their children are being targeted.

‘If you are a parent and are fed up with being undermined by the irresponsible marketing of unhealthy foods, then you can get involved in our campaign by downloading a toolkit from our website and raising awareness in your local area.’

Ofcom regulations

The launch of the toolkit comes ahead of the first phase of new Ofcom regulations that prohibit junk food adverts being shown during television programmes aimed at children. Which? believes that the new regulations don’t go far enough.

Miranda Watson continues: ‘Ofcom has let children down. These rules won't cover the programmes most children watch. They will still allow cartoon characters to promote unhealthy foods during programmes such as Coronation Street and Dancing on Ice – when most children are watching - so how will this make a difference?

'The government needs to take a lead. With an escalating obesity crisis we can't afford for them to wait another couple of years before stepping in.’