SUGAR TACTICS

Dr O’Shea on companies targeting public transport: “I was in disbelief when I heard a fizzy drink company was sponsoring Dublinbikes [the capital’s healthy transport initiative] a few years ago. The ‘Healthy Ireland’ framework had a launch at the same time, so it was like a slap in the face to that. Dublin City Council promised not to renew that contract. So when I saw another well-known fast-food delivery service advertised on the current bikes as their big new sponsor, I thought it was a joke. It is my ambition to see the ‘Healthy Ireland’ logo on the side of Dublinbikes when the next contract comes around. For that to happen, the ‘healthy Ireland’ initiative need to have a budget. Not a paltry €5m, which is progress this year, but tiny in the overall scheme of things.”

Online ‘advergames’ use subtle messages to encourage youngsters to want a product. And it works. A recent study over 1,000 children by Radboud University in the Netherlands found those who play these games eat more than 50pc more sweets after playing. As Dr O’Shea

explains: “I have sat at committees where they are discussing the Broadcasting Commission of Ireland’s crackdown on advertising to kids [on TV and radio] while all of this social media campaigning is being employed. The people sitting on the committee don’t use it and don’t know what it’s about — but the food and drinks industry are all over it.”