Transcript Obesity and Masterfoods

Obesity and children’s diets
Responding to the challenge
Stephan Loerke
World Federation of Advertisers
Helsinki, December 3, 2002
‘Junk food’
is the new
tobacco
WHO
National
and EU
government
activity
Consumer
groups and
activists
Food advertisers
Increasing
levels
of obesity
Public and
media
debate
Globally, 300 million people are obese
22 million of them are children
‘Globesity’: a worldwide problem
25
• In 1995 WHO
estimated there were
200 million obese
people
BMI < 17
20
BMI > 30
15
• In 2000 more than
300 million people
were estimated to be
obese
10
5
0
• 132 million in
developed countries
Global
Least developed
Developing
Transition
Developed
• 170 million in other
countries
Obesity is a Global Issue
Obesity is a Global Health Problem
Advertising to
children
Moral debate
Global obesity debate
Children’s growing
materialism/
commercialism
Diet, nutrition and food
advertising
to children
“the first
generation
where
children
will die
before
their
parents”
International
Congress on
Obesity.
August 2002
“corporate marketing harms or
kills countless millions of youth
across the planet….They
[industry] have created,
through great effort and
expense a toxic commercial
culture that is purposefully
damaging to children.”
Toxic Food Environment?
CIGARETTES
 link with poor health
 massive social costs
 heavy promotion
 youth targeted
 Joe Camel
FOOD
 link with poor health
 massive social costs
 heavy promotion
 youth targeted
 Ronald McDonald;
M&M characters
Development of Obesity
Excess consumption of energy relative to expenditure.
Rapid increase in global rates of obesity are likely to
result from:
increased energy intake
reduced physical activity
or
BOTH
Overweight and Obesity
Definitions

BMI > 25  Overweight

BMI > 30  Obese
Prevalence of Diabetes among U.S. Adults
Diabetes and Gestational Diabetes Trends Among Adults in the U.S.,
Behavioral Risk Factor Surveillance System
1995
Prevalence of Diabetes among U.S. Adults
Diabetes and Gestational Diabetes Trends Among Adults in the U.S.,
Behavioral Risk Factor Surveillance System
1997-1998
Prevalence of Diabetes among U.S. Adults
Diabetes and Gestational Diabetes Trends Among Adults in the U.S.,
Behavioral Risk Factor Surveillance System
1999
16 million Americans have
diabetes
American Diabetic Association
OBESITY AND DIABETES
Obesity is reaching "epidemic proportions" in the nation and could soon
cause as much preventable disease and death as cigarette smoking. The
conditions of being overweight or obese cause as many as 300,000
premature deaths each year.
U.S. Surgeon General David Satcher
“Diabetes, long considered a disease of minor significance, is now taking
its place as one of the main threats to human health in the 21st century … it
is taking place in both developed and developing countries.”
Nature Vol. 414, Dec. 2001
“Obesity is becoming widespread in developing countries some of which
are fending off famine.”
WHO Report 2001
food advertising as an
“ill health risk factor”
a causal link between
levels of food advertising
and obesity
“more stringent codes of
practice on advertising of
sugar-rich items,
especially to children”
“fiscal pricing policies on
such items”
“Whether it is tobacco, soft
drinks and alcohol, or
unhealthy foods and lifestyles,
marketing plays a critical role
in influencing people's health.
Of particular concern is
marketing aimed at, and the
global health patterns being
observed among, young
people”
WHO Strategy on Diet, Health and Nutrition
Autumn 2002
November: Draft outline of strategy produced
Winter 2003
February-June: Regional consultation with EU
member states
Spring 2003
April: Global consultation meeting in Geneva
April-May: Consultation meetings with private
sector stakeholders
May: Consultation with the EU
Summer 2003
June: WHO Director-General/civil society roundtable
August-September: Additional consultations with EU
member states
Autumn 2003
November: Last draft strategy complete
Spring 2004
Discussion of the strategy at the 57th World Health
Assembly
Government activity

UK


Denmark


Presidency conference ‘Obesity in the EU’
Germany


FSA research on promotion of foods to children
Minister announces consultation on children’s
nutrition
Australia

New South Wales government pressing for
restrictions on TV Advertising to minors
Potential Business Implications
Taxes
 Restrictions






advertising
point of sales
Traffic light labelling
Restrictions on schools marketing
Vending
Negative consumer perception
 Liabilities/lawsuits
 Decreased sales

FIC task force
Ensure the effective defence of our rights to
market food brands responsibly
 Serve as representative voice on ads
 Manage the issue at EU level and global level
 Get ahead of the game

 Research - the voice of the consumer
 Position papers
 Be part of the solution