Food advert guidelines for children mean little, say critics

Tougher guidelines that dictate how unhealthy foods can be marketed to children have been dismissed by critics as the industry's attempt to stave off regulation.

The Advertising Standards Authority unveiled additional measures yesterday to its voluntary codes governing the advertising of food. They include not aiming adverts at younger children, a definition of "treat food" and not encouraging children to eat or drink these foods in excess. Ads must also comply with the Ministry of Health's food and nutrition guidelines for children.

Celebrities cannot be used to "undermine" healthy diets. Advertisers have a three-month transition period to comply.

But critics say the wording leaves plenty open to interpretation.

Endocrinologist Dr Robyn Toomath, of Fight the Obesity Epidemic, said the interpretation of the guidelines at the moment was "loose and sloppy".

"If they truly follow the intent, which is protecting children and not doing anything to adversely affect their health, then all of the junk food advertising, all of the advertising for soft drinks, would immediately be removed."

Green Party food safety spokeswoman Sue Kedgley said the reviews were an attempt to stave off regulation "by coming up with codes that look and sound quite good, but are general and waffly and don't change a lot".

"It is not enough to just suggest, as the review does, that advertisers not promote excessive consumption of treat or unhealthy food. It is widely recognised that the advertising of unhealthy food to children is a significant contributor to the present obesity epidemic. If we want to improve the health of our kids then we must tackle this issue head on with tough rules that prevent companies from targeting children and encouraging them to eat unhealthy food."

But Health Minister Pete Hodgson welcomed the changes.

"This is a step in the right direction, though it's clear that we all need to be doing more to stop the obesity epidemic, which may see our children dying before we do."