Kapiti Observer - - FRONT PAGE -

Could we men­tally con­jure up some sooth­ing back­ground vi­o­lin mu­sic as we con­sider the fol­low­ing state­ment? ‘‘Food ad­ver­tise­ments should not un­der­mine food or nu­tri­tional poli­cies of Gov­ern­ment, the Min­istry of Health, food and nu­tri­tion guide­lines, nor the health and well be­ing of children.’’

Such is the purring of the New and Im­proved code for ad­ver­tis­ing for children, agreed by our sel­f­reg­u­lat­ing ad­ver­tis­ing in­dus­try.

So that’s nice. Es­pe­cially since as things stand we’re the third fat­test of 33 OECD coun­tries. And track­ing, as speed­ily as we can with­out get­ting puffed, to­wards hav­ing al­most one third of our un­der-18 year-olds classed as obese or over­weight by 2025.

Hang on, say the voices of per­sonal re­spon­si­bil­ity. Let’s not lazily blame the sell­ers of le­gal prod­ucts for ex­er­cis­ing their le­git­i­mate com­mer­cial free­doms. Es­pe­cially since the prob­lem is clearly one of poor par­ent­ing.

Granted, there is such a thing. But there’s also a mas­sively re­sourced in­dus­try out there mak­ing it re­ally hard for par­ents. The lat­est re­search sug­gests that some of our kids are en­coun­ter­ing 27 junk food ad­ver­tise­ments a day.

The na­tional health stats are alarm­ing. We’re los­ing the sugar wars. Badly. Edi­tor: Shar­ron Par­doe 04 474 4165. Re­porters: Joel Maxwell, joel.maxwell@fair­fax­me­dia.co.nz; Kelvin Teixeira, kelvin.teixeira@fair­fax­me­dia.co.nz Ad­ver­tis­ing: Ch­eryl Amos, ch­eryl.amos@fair­fax­me­dia.co.nz. Gen­eral in­quiries: Na­dia Viljoen, 04 298 5019 or na­dia.viljoen@fair­fax­me­dia.co.nz. Classifieds: 0800 252 774 or classi@kapiti-ob­server.co.nz. Ad­dress: Ground floor, Me­dia House, Rimu Rd, Para­pa­raumu, PO Box 110, Para­pa­raumu. Au­dited cir­cu­la­tion: 25,026. De­liv­ered each Thurs­day to home be­tween Paeka¯ka¯riki and taki. ¯O

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