CHENNAI: Children can no longer nag their parents to buy junk food after watching advertisements, as a clampdown is in the works on ads and promotions targeting children below 12 years of age.
Some of the top food and beverage companies operating in the country are now looking for new ways to advertise and market their products more responsibly as they signed a global mandate with the World Health Organisation last week.
Under the International Food and Beverage Alliance, these companies have committed to comply with certain norms which include restrictions on all advertisements and promotions directed at children in television as well as other media like radio, licensed characters, social media, films and celebrities in ads.
City doctors welcome the move saying that such advertisements and promotions will reduce the negative impact they had all along on the mental and physical health of children. “One audio-visual ad is enough to attract children, particularly those in cartoon channels that have ads during and in between shows. To top it off, they have combo meals with soft drinks and the latest ‘happy meals’ where kids are lured with toys.
They all contribute to childhood obesity and if it is a girl child, obesity in young age will not only affect her adult life but her offspring,” said Dr Meenakshi Bajaj, Nutritionist, Government Multi Super-Specialty Hospital, Omandurar Estate. While many products from international companies are being marketed with claims of physical and mental health benefits, pediatricians point out that there is no evidence they are health drinks.
Moreover, advertisements for international products differ from country to country with local regulations. Hence, experts insist that the Central Government should bring in regulations on such advertising and constantly monitor them. “The problem is both children and parents have started to think that these foods are essential for the growth of a child.
It is only in India, that we have such ads. US, UK and Europe have strict regulations. A health drink that advertises good physical growth in India is promoted as a product that brings good sleep to children in the UK, as health drinks are considered as a medicinal product there,” says Dr Naresh, Global Hospital.
The new norms that companies will comply to also include reduction in sugar, sodium and saturated fat content and displaying nutritional information on packs and points of sale.
“Foods like pizza, burger, noodles and chips have a lot of salt. When children take in a lot of sodium and potassium and don’t hydrate themselves, it puts a burden on the kidneys. Though many schools have restrictions on kids bringing such foods, some of them don’t let children drink water during class hours as they don’t want them to go to the toilet later,” Dr Meenakshi Bajaj added.
Apart from obesity and kidney ailments, a Westernised fast food culture and lack of activity also have a long-term impact on the heart. “Not just diabetes, hypertension and obesity, it can also lead to coronary heart disease early in life,” adds Dr Neville Solomon, head of pediatric cardio surgery, Apollo Children’s Hospital.