Consumer Advocates Say European Food Marketers Must Stop Advertising Unhealthy Foods To Kids

The voluntary steps the European food industry has taken to reduce advertising of unwholesome products to children do not go far enough, consumer organizations argue. To avoid stricter regulation of their advertising activities by the EU, companies have launched self-regulation initiatives – including the World Federation of Advertisers EU Pledge – designed to decrease food and beverage advertising on television, in print and on the Internet targeted at children under 12. The industry claims the balance of ads has shifted “dramatically” toward “better for you” products. Consumer advocates, however, while acknowledging the positive steps, nevertheless say the initiatives fall short. The food industry should halt advertising fatty, sugary and salty foods to kids altogether. And, they say, marketers have simply moved advertising to the Internet and to video games.