Regulators are hoping to introduce a 9pm watershed for the advertising of unhealthy foods on television and radio in Ireland.
In doing so Ireland will become the first country to restrict unhealthy food sponsorship aimed at children. The motion is to begin with the introduction of a voluntary code of practice which aims to reduce exposure to marketing of high-fat foods.
The code of practice says locations used by children, such as schools, creches and playgrounds, shall be free from all forms of marketing for unhealthy foods.
The code will be developed between the Department of Health, the HSE, food companies and advertisers.
It’s main objective is reducing people’s exposure to the marketing of food and drink that is high in fat, sugar and salt (HFSS).
The new measure will aim to limit the marketing and advertising influence that steers young people, adults, parents, and children towards unhealthy food choices.
While the code is voluntary, it will be monitored by a body designated by the Minister for Health. A public register of companies signing up to the code will be kept and a complaints procedure developed.
As a general rule, the code says locations used by children, such as schools, creches and playgrounds, shall be free from all forms of marketing for unhealthy foods. It will also cover online, outdoor, print and cinema marketing, as well as commercial sponsorship and retail product placement.
HFSS food and drink should not be marketed on children’s media, it says. Where a media platform is not specifically targeted at children, food companies should act “with a sense of responsibility”.
Marketing in adult media, but which is aimed at children, shall not include the use of “licensed characters” or celebrities popular with children to promote unhealthy food. Promotions and competitions for HFSS food are also banned.
Whether or not a food or drink is classified as HFSS is based on a technique of nutritional profiling developed in the UK. This model uses a scoring system, with points allocated based on the nutrient content of 100g of a food or drink.
A recent Irish Times article noted that: “According to recent statistics three out of five Irish adults, and one in four children, are overweight or obese. As the code acknowledges, obesity levels are rising at an alarming rate and Ireland is on course to become the most obese in Europe by 2030”
