ments in voluntary performance not be achieved • Expectations to include clear timelines for outcomes, common definitions, transparency and reporting requirements. “We have to do something now,” Swinburn reiterates. “We can’t just ignore the time bomb that is facing us today.” LINDSAY MOUAT, head of the Association of New Zealand Advertisers, says that debate around the issue is sensitive, polemical and stirs the emotions…and rightly so. “What kind of society,” he asks, “would we live in if activities that are perceived to impact children’s health are not seriously called into question?” He also agrees that food marketing does impact children’s food preferences and choices, but says worldwide moves to limit food marketing to children is starting to impact already. The biggest multinationals which form the International Food and Beverage Alliance wrote to the head of the World Health Organisation to make a series of new commitments on labelling, product reformulation and innovation and, notably, a reinforced commitment not to market food and drinks that do not meet strict criteria to children under 12. This means that ‘pledge programmes’ have been promised in more than 50 countries, from China to Chile. And he says the EU Pledge, a voluntary initiative taken by more than 20 food companies representing approximately 85% of European food marketing spend has resulted in significant outcomes. Since 2005, according to research by an independent researcher specialising in children’s safety online: • Children are now exposed to 83% less high salt, fat and sugar foods around children’s television programme timings • 48% less across all programmes • 32% less ads for all company products. “There is no one-size-fits-all solution, given different media markets and the different ways children view media around the world,” Movat says in an online article. “That’s why a blend of regulatory, self-regulatory and innovative co-regulatory options is key to rapid action that delivers results.” DRASTIC MEASURES are necessary against ‘Big Food’ industry powers such as Fonterra, Coca-Cola, fast food chains, supermarkets and Heinz Watties, all of which the Government is reluctant to legislate against, Otago University’s Dr Gabrielle Jenkin says. The health advocate says the onus put on individuals to fight obesity means governments tend to promote diet and exercise, rather than legislating against unhealthy food. Currently researching food marketing to children 14 www.foodtechnology.co.nz on television and via the internet, Jenkin’s battle plan for policymakers in New Zealand is to ban advertising and marketing of unhealthy food, improve food labelling (ideally with a ‘traffic light’ system), stop unhealthy food outlets setting up near schools, restrict outlet numbers by population size and restrict unhealthy food in public institutions such as schools. She would also like to install more public water fountains, make unhealthy food unaffordable, force ‘Big Food’ to reduce salt, fat and sugar in products, and to restrict portion sizes. MARKETING in New Zealand is ‘self-regulated’ by the Advertising Standards Authority and all ads for food and beverages that influence children (including television, print, radio, websites and social media sites) have to adhere to the ASA Children’s Code for Advertising Food 2010, and also its Code for Advertising to Children. Internationally, Quebec has the strongest restrictions on advertising – it bans all forms of any kind of marketing to children under 13. The United Kingdom prohibits advertising of highfat, high-sugar and high-salt foods during children’s programmes – but has recently rejected a sugar tax; Mexico has just implemented a 10% sugar tax which is already making headway; Australia has a mix of government and voluntary regulation, but its Responsible Marketing to Children Initiative has been attacked as of poor design and variety. INNOVATIONS IN FOOD TECHNOLOGY… …are enabling companies to offer more and healthier choices, which means better ratings from the Government backed Health Star Rating. The NZ Food & Grocery Council say recent breakthroughs include Wattie’s tomato sauce with 50% less sugar; Sanitarium’s launch of a reduced-sugar option Up&Go breakfast drink; Kellogg announcing major changes to iconic brands such as NutriGrain to reduce sugar and salt and add more fibre; and Frucor’s launch of its sparkling Oh! Alternative to soft drinks. “Anyone who makes food at home knows it’s never a case of whipping out one ingredient and automatically expecting the same outcome. It’s the same in commercial manufacturing. New products take many months of trialling different recipes and ingredients with consumers to make sure the improved product suits their tastes,” council chief executive Katherine Rich says. “These examples show that major progress is being made and the work continues right across the food industry. At last count there were more than 600 products with the Health Star Rating label on supermarket shelves, and this number is rising by the week.”
FT FEB2016-HR
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