Whilst the new advertising standards restricting junk food marketing to children, are good in sentiment, they are lacking in detail. Our Children's Food Campaign has put forward 10 points that would have filled this gap.
2) Cartoons and cartoon-like imagery
3) Child-friendly characters
4) Colourful and exaggerated style
5) Images of children
6) Characters which children aspire to be
7) Music / artists popular with children
8) Simple game play, or games with names appealing to children
9) Downloadable games / ringtones / screensavers
10) ‘childlike’ or child-appealing ad wording
This checklist is what we would like all advertisers to adhere too, and is a stronger and more transparent definition for parents to understand. In addition, there is a more comprehensive approach that this could be added to, and which is being used or advocated in countries as diverse as Australia, Brazil, Canada, and Chile; and recommended by an emerging consensus of academics and public health professionals.
- Be designed in a way that appeals to children.
- Be broadcast or distributed in a place where, or at a time when children are normally reached.
- The more the goods appeal to them.
- The more childlike the content of the communications is.
- The more the place or means of broadcast or distribution is likely to increase the odds of reaching children
8 Dec 2016
Children's Food Campaign
Children's Food Campaign: Better food and food teaching for children in schools, and protection of children from junk food marketing are the aims of Sustain's high-profile Children's Food Campaign. We also want clear food labelling that can be understood by everyone, including children.
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