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Tony the Tiger and fatty friends banned from TV
January 21, 2005
TONY THE TIGER, Ronald McDonald and the Honey Monster could be banned from television screens under European Union plans, supported by the British Government, to curb the advertising of junk food to children. Urgent action was needed to tackle the widespread obesity on the Continent, the European Commission said. It called for food companies to take voluntary action to stop promoting food high in sugar, fat and salt to children.
But Markos Kyprianou, the European Health Commissioner, said that Brussles would legislate if necessary. “I would like to see the industry not advertising directly to children ,” he said. “The signs from the industry are encouraging, positive. But if this doesn’t produce satisfactory results, we will proceed to legislation.”
Legislation would focus on adverts aimed at children, in particular those that use cartoon characters to appeal to children, such as Frostie’s Tony the Tiger, Sugar Puff’s Honey Monster and McDonald’s Ronald McDonald.
An alternative to an outright ban would be to limit such advertising to late at night, when children are presumed to be in bed.
Mr Kyrpianou said: “The idea is that children are protected from direct marketing and advertising convincing them and inducing them to consume too much of this product.”
The Commission issued the warning as a result of concern about the widespread obesity among the Continent’s children. One in four European children is overweight while a third of Italian and Greek children are overweight.
With pressure from many national governments, some large companies have started taking voluntary measures. Recently the US company Kraft said that it would stop advertising to under 12 year olds.
The EU has already banned tobacco advertising on television. The Government said that it would support European legislation if the industry did not reform itself.
Melanie Johnson, the Public Health Minister, said: “There is a strong case for action to limit the advertising and promotion to children of those foods that are high in fat, salt and sugar. “We will monitor progress through Ofcom and if, by early 2007, sufficient progress has not been made, we will introduce a compulsory framework for regulating the promotion of food to children.”
Despite her support, the Government has no right to legislate in this area as Brussels has declared that advertising on television is a European-wide issue as many TV stations are shown in more than one country and because TV signals can leak over borders.
The Government has the right to vote only on proposals put forward by the European Commission but could be outvoted by other governments and so be forced to continue to allow junk food advertising on television against its wishes.
Chris Heaton-Harris, a Conservative in the European Parliament, said that the Commission was making the proposal to win friends among the European public before the vote on the constitution. “The EU is trying to make itself more relevant. It is picking issues where it can get good news stories.”
Ms Johnson also criticised junk food companies that promote “two for one” deals and toys to children. “We are seeing contradictory messages going out to the public. It is important that the momentum towards healthy choices for the public is maintained by the food and drinks industry.”
She criticised double burger promotions, such as that recently run by McDonald’s, as well as toy offers with meals for children. The Government would use Britain’s presidency of the EU this year to press ahead with tackling this, she said.
http://www.timesonli...1449917,00.html
January 21, 2005
TONY THE TIGER, Ronald McDonald and the Honey Monster could be banned from television screens under European Union plans, supported by the British Government, to curb the advertising of junk food to children. Urgent action was needed to tackle the widespread obesity on the Continent, the European Commission said. It called for food companies to take voluntary action to stop promoting food high in sugar, fat and salt to children.
But Markos Kyprianou, the European Health Commissioner, said that Brussles would legislate if necessary. “I would like to see the industry not advertising directly to children ,” he said. “The signs from the industry are encouraging, positive. But if this doesn’t produce satisfactory results, we will proceed to legislation.”
Legislation would focus on adverts aimed at children, in particular those that use cartoon characters to appeal to children, such as Frostie’s Tony the Tiger, Sugar Puff’s Honey Monster and McDonald’s Ronald McDonald.
An alternative to an outright ban would be to limit such advertising to late at night, when children are presumed to be in bed.
Mr Kyrpianou said: “The idea is that children are protected from direct marketing and advertising convincing them and inducing them to consume too much of this product.”
The Commission issued the warning as a result of concern about the widespread obesity among the Continent’s children. One in four European children is overweight while a third of Italian and Greek children are overweight.
With pressure from many national governments, some large companies have started taking voluntary measures. Recently the US company Kraft said that it would stop advertising to under 12 year olds.
The EU has already banned tobacco advertising on television. The Government said that it would support European legislation if the industry did not reform itself.
Melanie Johnson, the Public Health Minister, said: “There is a strong case for action to limit the advertising and promotion to children of those foods that are high in fat, salt and sugar. “We will monitor progress through Ofcom and if, by early 2007, sufficient progress has not been made, we will introduce a compulsory framework for regulating the promotion of food to children.”
Despite her support, the Government has no right to legislate in this area as Brussels has declared that advertising on television is a European-wide issue as many TV stations are shown in more than one country and because TV signals can leak over borders.
The Government has the right to vote only on proposals put forward by the European Commission but could be outvoted by other governments and so be forced to continue to allow junk food advertising on television against its wishes.
Chris Heaton-Harris, a Conservative in the European Parliament, said that the Commission was making the proposal to win friends among the European public before the vote on the constitution. “The EU is trying to make itself more relevant. It is picking issues where it can get good news stories.”
Ms Johnson also criticised junk food companies that promote “two for one” deals and toys to children. “We are seeing contradictory messages going out to the public. It is important that the momentum towards healthy choices for the public is maintained by the food and drinks industry.”
She criticised double burger promotions, such as that recently run by McDonald’s, as well as toy offers with meals for children. The Government would use Britain’s presidency of the EU this year to press ahead with tackling this, she said.
http://www.timesonli...1449917,00.html
Hmm. I've never seen Ronald MacDonald as a viable reason to go to Macdonalds personally, nor have I seen Tony the Tiger or the Honey Monster. as a reason to buy cereal. If anything, that stupid clown puts me off buying the revolting stuff...
MultiQuote
the Honey Monster.