Junk food adverts to children targeted
Sugary drinks and junk food are set to come under tough new restrictions when advertised to children, as part of the Government’s Childhood Obesity Plan.
An independent panel is also recommending that the Advertising Standards Authority implement a ‘‘special care’’ for young people, which would bring teens aged 14 to 18 into the band for child advertising restrictions.
Health Minister Jonathan Coleman made the announcement as part of an update on progress made as the obesity plan reaches its first year anniversary. The aim is to have 95 per cent of children identified as obese in the B4 School Check referred to an appropriate health professional for familybased nutrition, activity and lifestyle interventions.
Another important component was the Advertising Standards Authority’s review of the Children’s Codes, released yesterday.
‘‘The major code change is an explicit restriction on advertising occasional food and beverage products to children. The changes also include a special care for young people aged 14 to 18 years, ‘‘ Coleman said.
The most specific recommendation was that ‘‘occasional food and beverage product advertisements must not be screened, broadcast, published or displayed in any media or setting where more than 25 per cent of the expected audience are children’’.
Given the expanded band covered children under the age of 18, that included during shows like Shortland Street and Home and Away.
Advertising Standards Authority chair Heather Roy said its governing board would release a response in the coming weeks.
Food and beverage industry groups also committed yesterday to developing childhood obesity solutions through an industrywide pledge. Foodstuffs and Progressive Enterprises, the owners of New Zealand’s three main supermarket chains, along with Moore Wilson’s and Bin Inn have signed up to support product reformulation, education campaigns, the provision of healthy choices and the Government’s Health Star Ratings on private labels.