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Obesity and children’s diets Responding to the challenge

Obesity and children’s diets Responding to the challenge. Stephan Loerke World Federation of Advertisers Helsinki, December 3, 2002 . ‘Junk food’ is the new tobacco. WHO. Increasing levels of obesity. Consumer groups and activists. National and EU government activity.

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Obesity and children’s diets Responding to the challenge

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  1. Obesity and children’s dietsResponding to the challenge Stephan Loerke World Federation of Advertisers Helsinki, December 3, 2002

  2. ‘Junk food’ is the new tobacco WHO Increasing levels of obesity Consumer groups and activists National and EU government activity Public and media debate Food advertisers

  3. Globally, 300 million people are obese 22 million of them are children

  4. ‘Globesity’: a worldwide problem • In 1995 WHO estimated there were 200 million obese people • In 2000 more than 300 million people were estimated to be obese • 132 million in developed countries • 170 million in other countries

  5. Obesity is a Global Issue Obesity is a Global Health Problem

  6. Advertising to children Moral debate Children’s growing materialism/ commercialism Global obesity debate Diet, nutrition and food advertising to children

  7. “the first generation where children will die before their parents” International Congress on Obesity. August 2002

  8. “corporate marketing harms or kills countless millions of youth across the planet….They [industry] have created, through great effort and expense a toxic commercial culture that is purposefully damaging to children.”

  9. CIGARETTES link with poor health massive social costs heavy promotion youth targeted Joe Camel FOOD link with poor health massive social costs heavy promotion youth targeted Ronald McDonald; M&M characters Toxic Food Environment?

  10. Development of Obesity Excess consumption of energy relative to expenditure. Rapid increase in global rates of obesity are likely to result from: increased energy intake reduced physical activity or BOTH

  11. Overweight and Obesity Definitions • BMI > 25 Overweight • BMI > 30 Obese

  12. Prevalence of Diabetes among U.S. Adults Diabetes and Gestational Diabetes Trends Among Adults in the U.S., Behavioral Risk Factor Surveillance System 1995

  13. Prevalence of Diabetes among U.S. Adults Diabetes and Gestational Diabetes Trends Among Adults in the U.S., Behavioral Risk Factor Surveillance System 1997-1998

  14. Prevalence of Diabetes among U.S. Adults Diabetes and Gestational Diabetes Trends Among Adults in the U.S., Behavioral Risk Factor Surveillance System 1999

  15. 16 million Americans have diabetes American Diabetic Association

  16. OBESITY AND DIABETES • Obesity is reaching "epidemic proportions" in the nation and could soon cause as much preventable disease and death as cigarette smoking.The conditions of being overweight or obese cause as many as 300,000 premature deaths each year. • U.S. Surgeon General David Satcher • “Diabetes, long considered a disease of minor significance, is now taking its place as one of the main threats to human health in the 21st century … it is taking place in both developed and developing countries.” • Nature Vol. 414, Dec. 2001 • “Obesity is becoming widespread in developing countries some of which are fending off famine.” • WHO Report 2001

  17. food advertising as an “ill health risk factor” a causal link between levels of food advertising and obesity

  18. “more stringent codes of practice on advertising of sugar-rich items, especially to children” “fiscal pricing policies on such items”

  19. “Whether it is tobacco, soft drinks and alcohol, or unhealthy foods and lifestyles, marketing plays a critical role in influencing people's health. Of particular concern is marketing aimed at, and the global health patterns being observed among, young people”

  20. WHO Strategy on Diet, Health and Nutrition Autumn 2002 November: Draft outline of strategy produced Winter 2003 February-June: Regional consultation with EU member states Spring 2003 April: Global consultation meeting in Geneva April-May: Consultation meetings with private sector stakeholders May: Consultation with the EU Summer 2003 June: WHO Director-General/civil society roundtable August-September: Additional consultations with EU member states Autumn 2003 November: Last draft strategy complete Spring 2004 Discussion of the strategy at the 57th World Health Assembly

  21. Government activity • UK • FSA research on promotion of foods to children • Denmark • Presidency conference ‘Obesity in the EU’ • Germany • Minister announces consultation on children’s nutrition • Australia • New South Wales government pressing for restrictions on TV Advertising to minors

  22. Potential Business Implications • Taxes • Restrictions • advertising • point of sales • Traffic light labelling • Restrictions on schools marketing • Vending • Negative consumer perception • Liabilities/lawsuits • Decreased sales

  23. FIC task force • Ensure the effective defence of our rights to market food brands responsibly • Serve as representative voice on ads • Manage the issue at EU level and global level • Get ahead of the game • Research - the voice of the consumer • Position papers • Be part of the solution

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