Unhealthy Marketing Methods

WILL Williams, nutrition and fitness manager for leading diet organisation, All About Weight, has spoken bluntly about the new methods in which food manufacturers promote unhealthy food to kids saying that they have side stepped TV advertising and switched to internet marketing instead.

He added that he thought it is “scandalous” that online games are being used to lure children into unhealthy eating patterns

Mr Williams was commenting on a report released from the International Association for the Study of Obesity, which warns that bad food and drink are being touted to children via websites and online social networks.

Big brands like Nesquik, Haribo, Kelloggs and McDonalds, are the main culprits as they are using online games, movie promotions and TV advertising to target children.

Mr Williams believes that these marketing methods make children want to eat for fun and not because they are hungry. “Food preferences are largely set in childhood, and food manufacturers are probably well aware of this”.

He cited a study by the International Obesity Task Force in London which concluded that TV adverts influenced children’s food choices and that there was a significant association between overweight children and the number of adverts for unhealthy foods shown per hour on children’s television channels.

“Eating when you are not actually hungry is a classic cause of weight gain. A recent study in America by the Institute of Food Technologists found that during the last four years snacking has increased to the point that snacks now provide a quarter of daily calorie intake. I think that Britain has a similar scenario.”

“These types of foods will displace their appetite for healthy nutritious food. This type of marketing to children is irresponsible and contributes to the future burden of obesity-related ill health on society,”

Mr Williams believes children are being bombarded from a young age with the message that sweet, fatty salty foods were fun. He thinks that the habit of constant snacking has become a norm which will set the pattern for poor eating habits that will continue into adulthood.