Obesity and children’s dietsObesity and children’s dietsResponding to the Responding to the

challengechallenge

Stephan LoerkeStephan Loerke

World Federation of AdvertisersWorld Federation of Advertisers

Helsinki, December 3, 2002 Helsinki, December 3, 2002

Food advertisers

WHO

‘Junk food’ is the new

tobacco

Public and media debate

Increasinglevels

of obesity

Consumer groups and

activists

National and EU

government activity

Globally, 300 million people are obeseGlobally, 300 million people are obese22 million of them are children22 million of them are children

‘‘Globesity’: a worldwide problemGlobesity’: a worldwide problem

0

5

10

15

20

25

Global Least developed Developing Transition Developed

BMI < 17

BMI > 30

• 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

Obesity is a Global IssueObesity is a Global IssueObesity is a Global Health Problem

Moral debate

Children’s growing

materialism/commercialism

Global obesity debate

Diet, nutrition and food advertising

to children

Advertising to children

“the first generation where children will die before their parents”

International Congress on Obesity. August 2002

“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.”

Toxic Food Environment?Toxic Food Environment?

CIGARETTESCIGARETTES link with poor link with poor

healthhealth massive social massive social

costscosts heavy promotionheavy promotion youth targetedyouth targeted Joe CamelJoe Camel

FOODFOOD link with poor link with poor

healthhealth massive social massive social

costscosts heavy promotionheavy promotion youth targetedyouth targeted Ronald McDonald; Ronald McDonald;

M&M charactersM&M characters

Development of ObesityDevelopment of Obesity

Excess consumption of energy relative to expenditure.Excess consumption of energy relative to expenditure.

Rapid increase in global rates of obesity are likely toRapid increase in global rates of obesity are likely toresult from:result from:

increased energy intakeincreased energy intake

reduced physical activityreduced physical activity

or or

BOTHBOTH

Overweight and Obesity Overweight and Obesity DefinitionsDefinitions

BMI BMI >> 25 25 OverweightOverweight

BMI BMI >> 30 30 ObeseObese

Prevalence of Diabetes among U.S. Adults

Diabetes and Gestational Diabetes Trends Among Adults in the U.S., Behavioral Risk Factor Surveillance System

1995

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

Prevalence of Diabetes among U.S. Adults

Diabetes and Gestational Diabetes Trends Among Adults in the U.S., Behavioral Risk Factor Surveillance System

1999

16 million Americans 16 million Americans have diabeteshave diabetes

American Diabetic Association

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

food advertising as an food advertising as an ““ill health risk factor”ill health risk factor”

a causal link between a causal link between levels of food levels of food advertising and advertising and obesityobesity

““more stringent codes more stringent codes of practice on of practice on advertising of advertising of sugar-rich items, sugar-rich items, especially to children”especially to children”

““fiscal pricing policies fiscal pricing policies on such items”on such items”

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

WHO Strategy on Diet, Health and WHO Strategy on Diet, Health and NutritionNutrition

  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

Government activityGovernment activity

UKUK FSA research on promotion of foods to childrenFSA research on promotion of foods to children

DenmarkDenmark Presidency conference ‘Presidency conference ‘Obesity in the EU’Obesity in the EU’

GermanyGermany Minister announces consultation on children’s Minister announces consultation on children’s

nutrition nutrition AustraliaAustralia

New South Wales government pressing for New South Wales government pressing for restrictions on TV Advertising to minorsrestrictions on TV Advertising to minors

Potential Business Potential Business ImplicationsImplications

TaxesTaxes RestrictionsRestrictions

advertisingadvertising point of salespoint of sales Traffic light labellingTraffic light labelling Restrictions on schools marketingRestrictions on schools marketing VendingVending

Negative consumer perceptionNegative consumer perception Liabilities/lawsuitsLiabilities/lawsuits Decreased salesDecreased sales

FIC task forceFIC task force

Ensure the effective defence of our rights Ensure the effective defence of our rights to market food brands responsiblyto market food brands responsibly

Serve as representative voice on adsServe as representative voice on ads Manage the issue at EU level and global Manage the issue at EU level and global

levellevel Get ahead of the gameGet ahead of the game

Research - the voice of the consumerResearch - the voice of the consumer

Position papersPosition papers

Be part of the solutionBe part of the solution