Is self-regulation an adequate tool for limiting the marketing of unhealthy foods? The European Commission has asked this question in requesting comments on a green paper entitled "Promoting healthy diets and physical activity: a European dimension for the prevention of overweight, obesity and chronic diseases".
Obesity in children and young people has increased significantly, and this poses a serious public health problem to which the World Health Organization has drawn attention. One reason behind spreading weight problems is unhealthy eating habits. These are influenced by parents' choices and example but also by what kind of foods are advertised to children and how they are marketed. Many countries as well as the European Commission have discussed the need for restrictions on food advertising aimed at minors.
Self-regulation under the magnifying glass
Lively debate took place on this subject in Finland last year, and in the autumn the Consumer Agency together with the National Public Health Institute published a recommendation for companies that want to advertise foodstuffs to children responsibly.
Guidelines were considered necessary because self-regulation in the field was in need of development and the Consumer Ombudsman had often been required to intervene in marketing that was in conflict with good practice or was misleading. Although the Confederation of the Food and Drink Industries of the EU has prepared its own recommendation, this does not seem to be a sufficiently concrete and effective tool to steer marketing in the desired direction.
It is difficult for parents to teach their children healthy eating habits if advertising aimed at children encourages the opposite. The advertising of products with high sugar or fat content should be restrained and should particularly avoid means that appeal to the emotions, such as giveaways and contests. The share of advertising for healthy foods should increase and advertising could also encourage physical exercise in a suitable way.
In Finland the Consumer Agency has not considered it necessary to enact special legislation on marketing aimed at children as long as the provisions in the Consumer Protection Act are taken into considerations according to the recommendation and businesses bear their own share of social responsibility. Positive development has taken place in attitudes towards vending machines in schools, among other things. Obesity in children is such a significant concern in Europe that the possibilities of regulation should be seriously considered in different European countries and the Commission unless the situation improves.
Read example of how giveaways often dominate commercials aimed at children
Read the recommendation prepared by the Consumer Agency and the National Public Health Institute on Children and Foodstuffs Marketing (pdf)