As the National Children’s Council (NCC) prepares to tackle obesity among young people, the British government published its white paper on health, dedicating a significant portion to the same problem. Among its major recommendations, is an outright ban on junk food adverts during children’s TV programmes and the issuing of warning labels on unhealthy products. This signals a radical departure for a New Labour government, notorious for its cosiness with business. Obviously, many in the food and advertising industry are not happy at the prospect of Ofcom, the communications regulator, hectoring them on their activities.

Earlier in the year, the Broadcasting Commission of Ireland (BCI) also proposed a similar move, although it stopped short of a complete ban. The BCI looked to ban all food and drink adverts that could undermine the authority of parents or carers. It also aimed to banish those that used sports stars and celebrities to promote their products. Under its new code, the BCI asked television advertising for sweets, cakes, and biscuits etc. to carry a toothbrush logo at the bottom of the screen. On the other hand, fast food products would carry a message, advising against their excessive consumption. The BCI recommended the new rules only for terrestrial television.

<B>The fat planet</B>

Ireland and Britain have both decided to quell the growth in advertising aimed at children because, like Mauritius, they have witnessed an alarming trend of juvenile obesity. With 18% of its adult population already obese, Ireland is now seeing 13% of its children classified under this unwanted weight pedigree. Britain scores even higher in the fat league as 18% of the children and nearly 25% of adults are obese. But this is not only a ‘Western’ problem, a view that many people like to hold. It is a worldwide issue that is reaching epidemic proportions in some countries. According to the World Health Organisation (WHO), there are more than one billion on the planet that are overweight and at least 300 million diagnosed as being clinically obese.

This is why these two nations are trying to curb the expanding waistlines of their children. Obesity has become a disease. Previously, it only affected adults but now the ‘couch potato’ generation is literally ‘adding its weight’ to the problem. Although advertisements cannot be accused of being the primary cause of this new phenomenon (we live in a consumer society after all), the intricate and highly complex mechanics of marketing strategy have made kids legitimate targets.

According to Gunilla Jalbro, a Swedish expert in the field, there are four major patterns observed in children exposed to advertising. They are the children’s ability to recognise ads and distinguish between different ones, their grasp of the intent behind advertising, how ads relate to other influences, such as family and friends and probably the most important is the influence on patterns of consumption of the child and the family, commonly known as “pester power”.

It is this last one that has the most negative effect because, in an age where parents have more disposable income, it is easier for them to give in to the kids’ demands than to exercise authority and have to listen to a crying child for hours on end.

The influence of adverts on children, which arouse a certain desire in them for a product and who then petition for it with moods and tears (and sometimes manipulation) that the BCI and the British governments are targeting. Another aspect of advertising, which is quite common on the Mauritian screens, is the use of cartoon characters and catchy jingles. Consequently, the BCI study shows that children aged between 8-14 behave differently from adults in front of the television. Children in this age group tend to remain in front of the television during the ads, while an adult is more likely to switch channels. Repetitive exposure to the same ads is likely to increase the impact, says the study.

<B>Glued to the addictive box</B>

Hence, children could be indoctrinated in a message that is not always healthy, either physically or mentally. Ads that could fall foul of the new guidelines include one for a particular pre-packaged make of cheese and biscuits. It shows a child with the product being envied by the rest of his classmates who do not have the same thing. This is as much an ethical step as a measure to fight childhood obesity.

Advertising is now bearing the brunt of the attacks, not only because of its nature and intention to sell a product. It is very much linked to the advent of the television set as the media of choice in the household. Very few people now read, and still fewer listen to the radio compared to numbers who sit in front of the addictive little box. This has reflected in children with a devastating exponential effect. A decreasing number of children exercise during their spare time.

Video games, television and, increasingly the Internet, are replacing traditional games that required children to spend energy. Mauritius has seen such a boom, with the child almost permanently in front of a screen. The erosion of the sense of security on the streets, not only in terms of crime but also the growing number of vehicles, have convinced parents to lock their child inside and, to keep them quiet, there is nothing better than video games. Childhood obesity is only one syndrome of the couch potato generation.

Banning the ads would not save children from unhealthy eating habits, and the proposed education campaign of the NCC is most welcome. But, as Mauritius embraces an increasing number of television channels, its children will represent a tantalising sales opportunity for advertisers. And we must start looking into their potential effects.

<B>Diren valayden

Outlook Correspondent in Dublin</B>