Headline, March07, 2014

''" O" O' OBESITY : 

"O' O" ! STUDENTS ""

IN AMERICA  18 companies are involved in the  Children's Food and Beverage Advertising Initiative   (CBFAI).

They account for  80%  of food adverts on children's television and promises to advertise  " healthier  or  better-for-you"  foods to children younger than 12 or, in some cases, not to market at all.

The  "EU Pledge"  is a similar European commitment by 20 very big firms.

But  their definition of children's does not include programmes broadcast to audiences in which less than 35% of viewers are under 12.

That leaves out shows like  "American Idol", watched by hundreds of thousands of children, points out Jennifer Harris of the:

Rudd Centre for Food Policy and  "Obesity"  at Yale university. Companies define "healthier"  more liberally than  public-health  experts think right. Kellogg's markets  Froot Loops cereal to children even though each serving has four times the sugar of a bowl of Corn Flakes.

The pledge-signers treat  13-year olds as grown-up   enough to respond sensibly to advertising; the critics say the age of marketing reason is much higher 

Digital marketing offers new ways of reaching children for less money. Brand-boosting  "advergames" ,  can be more compelling than conventional commercials.

Such techniques are  "outside the scope most regulatory and self-regulatory"  regimes,  says Joao Breda of World Health Organisation.

Even when the state lays down the law, product-pushers get through. Broadcasters based abroad air popular children's programmes in Sweden and Norway, bypassing their advertising bans.

Most governments would rather co-operate with business than confront them. Taiwan's new law and Mexico's proposed one give governments the whip hand.

Closer to the norm is  Singapore  : its health ministry is to lay down guidelines for a code of conduct to be followed by the firms.

Norway, often a champion of tough controls, backed away last spring from a proposal to ban advertising of unhealthy food to people younger than 18.

It has given the industry two years to enforce a ban on marketing to children under 13,  backed by a threat of legislation if it fails.

To many,  many critics, any system of control that depends on companies policing themselves is doomed to fail.

Industries set the bar far too  low , exploit loopholes  and find ways to broadcast their  toxic  messages.

"Self-regulation simply does not work in a highly competitive marketplace" , contends the International Association for the :

""Study of Obesity""

Be all that it may,  -for all of the above is a blow to prohibitionists. But pressure on the industry may be having an effect.

The companies behind the EU pledge say that children's exposure to Junk-food marketing  on television was  48%  lower in 2012 than in  2005.

In America spending on food marketing to the  young   fell by 19.5% from  2006 to 2009 to  $1.79 billion,  according to the Federal Trade Commission:

Though spending on  online  and  "viral"  marketing surged  50%. But self regulation is tightening up.

The EU pledge has covered company-owned  websites since the end of 2011, and will introduce uniform nutritional standards for its members.

The CFBAI plans common standards at the end of 2014.  

"'But, but packaged foods are becoming more and more wholesome, in part because consumers are demanding it"'.

And, where by the way are these regulatory measures and overseeing in the developing world?!  

The Honour, and the Subject  Post continues in the future. As regular as the need.

With respectful dedication to the Students of the world. See Ya all on !WOW! -the World Students Society Computers-Internet-Wireless:

"' Mightier Than the Words "'

Good Night & God Bless!

SAM Daily Times - the Voice of the Voiceless


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