TV heads oppose ban on fast-food ads

By PAULA OLIVER

Banning fast-food advertising during children's television programmes could spell the end of the shows, television chiefs warn.

Speaking at a symposium yesterday on child obesity at the Beehive, TVNZ chief executive Ian Fraser and Rick Friesen of TV3 said that without advertising children's programmes could become too costly to screen.

Major health groups were absent from the gathering, saying it was an attempt by the Advertising Standards Authority to lobby the Government against imposing regulations on fast food advertising.

Mr Fraser said locally made shows would be particularly affected.

Television advertising was not to blame for the problem of child obesity.

"If we were seriously harming New Zealand's children by broadcasting food commercials, I would be in the sales offices at TVNZ tomorrow morning saying, 'Take them off air'. We are not," he said. "It is not open slather."

In defence of broadcasters, Mr Fraser said a change in lifestyle, sedentary habits and the fact that children did not get out as much as they did were some of the causes of the obesity problem.

Parents needed to start a change.

"Television does not take children to fast food outlets, does not buy them fizzy drinks, does not feed them sugar."

He argued that youngsters had always enjoyed buying treats, and they were not suddenly being led toward tempting foods.

"I never spent my pocket money on oranges and kiwifruit, and nor do pre-teens today."

Mr Fraser's words, which were spoken as a member of the NZ Television Broadcasters' Council, were largely supported by other speakers.

Massey University researcher Lynn Eagle said three years of independent research had shown that advertising bans did not work.

A ban had been tried in Sweden, and obesity was still a mounting problem.

Interviews with the parents of New Zealand primary school children showed that they did not support a ban.

"They were emphatic about it," Ms Eagle said.

TV3's Mr Friesen suggested that children needed to be educated aboutmedia literacy at a young age, so they could learn what a commercial wasand what its intentions were.

Advertising agencies said it was "ridiculous" to say there was a strong relation between child obesity and advertising.

"It starts with parents. It all goes back to parents. It all goes back to education," said one representative.

Director of Public Health Dr Colin Tukuitonga said obesity was the biggest challenge he faced.

Advertisers conceded they needed to "kiss and make up" with health groups after a heated battle over child obesity.

The groups including the Cancer Society, Heart Foundation and Diabetes New Zealand said that the symposium, organised by the Advertising Standards Authority, was a veiled attempt to lobby the Government against imposing regulations on junk food advertising during children's television programmes.

Barbs have flown back and forth this week, with authority chief executive Glen Wiggs saying it was disappointing that the groups would not sit and talk.

Cancer Society medical director Peter Dady claimed the event was "money driven" and "anti-health".

The credentials of some speakers were questioned by other critics.

The bickering attracted the attention of Associate Health Minister Damien O'Connor, who yesterday said he was unhappy with the behaviour.

"Perhaps it is little wonder it made promotion of a balanced forum today somewhat optimistic," he said.

"I am disappointed that some important health organisations have chosen not to attend. Their contribution to this challenging issue is essential."

The symposium was attended by researchers, top staff from several fast food companies, advertising agencies, and media. Some health representatives were also present.

Advertising Standards Authority chairman Jeremy Irwin, in closing the symposium, said that perhaps it was time for the two sides to "kiss and make up".

What's all the fuss about?

* New Zealanders are getting bigger. About 17 per cent of adults are obese. That could rise to 30 per cent if there is no immediate action. About 14 per cent of children aged 5 to 11 are obese.

* Health problems.

Increasing numbers of obese children have type 2 diabetes, a disease traditionally limited to mid or late adulthood. Cardiovascular disease, hypertension, osteoarthritis and some cancers are also linked to obesity.

What's it got to do with advertising?

A Health Ministry paper last year referred to possible changes to food advertising rules. Last year more than $52 million was spent on fast-food advertisements. Food accounted for 25-40 per cent of advertisements during children's viewing times. The foods were predominantly high in fat, sugar and salt.