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Europe's fat
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Europe is worried about the increase of obesity in children over the last years. The fast food industry is in the firing line, especially due to the tactics they employ in the advertising aimed at children.
The problem is definitely serious, 14 million children in EU (over 18%) are overweight and in some countries, such as Italy, this figure can reach as much as 36%. Europe is worried about the increase of obesity in children over the last years. The fast food industry is in the firing line, especially due to the tactics they employ in the advertising aimed at children.
The problem is definitely serious, 14 million children in EU (over 18%) are overweight and in some countries, such as Italy, this figure can reach as much as 36%.
Advertising to children is perceived to be one of the main causes of this problem - in a survey of British parents carried out by a consumer association almost 75% believed advertising makes it difficult to convince children to eat healthy food - and governments are taking action. First of all, they are encouraging self-regulation through codes of conduct and in this direction EU has launched a platform which industry, health and consumer groups have to come up with new guidelines for appropriate food-marketing practices to children and they must come up with good answers because European Commissioner for Health & Consumer Affairs, Markos Kyprianou, has already warned that if he doesn't see progress in a year the EU will take legislative action.
There has been various other initiatives to tackle this problem, from improving school dinners to promoting exercise among children (it seems that playing football on the Play Station has taken over the real thing). The food industry has also launched its initiatives, for example, McDonald's has introduced salads in their menus. In fact, McDonald's chief marketing officer, Larry Light (strange name to have if you work for a fast food company), has admitted that they will probably never win the debate on childhood obesity and advertising but do believe that they should not hide and that they should speak out on what they believe to be responsible marketing.
McDonald's is not new to this, they have always had health related image problems such as the documentary Super Size Me where the film-maker Morgan Spurlock suffered health problems after eating nothing but McDonald's for one month.
Personally, as father I believe that there is nothing better than educating your children to eat well and enjoy sports. It's far too easy to blame TV advertising, but maybe they should be watching less TV and playing football or tennis with their parents, so as they grow up they will enjoy playing physical activities.
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