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Are You Being Misled?

15th December 2008

BHF exposes food companies' top five marketing tactics that play on parents' fears.

Food manufacturers are misleading parents by exploiting legal loopholes and making spurious health claims in the marketing of food high in fats, sugars and salt (HFSS) according to a new British Heart Foundation (BHF) report.

The report, which was prepared by The Food Commission on behalf of the BHF, is the first of its kind and specifically investigates how children’s breakfast foods and lunchbox snacks are marketed to parents.

It reveals how food companies use five main techniques to play on parent’s fears and aspirations and manipulate their ability to make healthy choices for their children. These include using:

  1. Quality Claims to hide true nutritional content. For example Kellogg’s Coco Pops Cereal and Milk bars claim to be the ‘best choice for a lunchbox treat’ and use images of grapes and a wholemeal bread sandwich on their packaging to promote the idea of a healthy snack. In reality it contains a massive 41g of sugar per 100g and uses adult guideline daily amounts which could further mislead parents.
  2. Selective Nutritional Claims to distract parents from the full picture. For example Dairylea packaging says it has ‘no artificial colours, flavours or preservatives added’, but just one Dairylea bite contains nearly a third of a child’s daily recommended maximum saturated fat intake.
  3. Selective Health Claims also deceive parents. A Nestle cereal and Nesquik promotion in Sainsburys magazine claimed their cereals and magic straws can ‘help kids to maintain strong, healthy bones’ and give them ‘get up and go in the morning’. It does not mention the 58.9g of sugar that lurks in 100g of Nestle Strawberry magic straws.
  4. Emotional Insight to empathise with mothers about some of the difficulties in raising a family. In the advert for their ‘Deluxe Boneless Box’, KFC uses the common problem of mums getting their kids to help with their chores. The advert shows the children volunteering to tidy up after eating a KFC meal.
  5. Imagery to entice and mislead parents. The Burger King Aberdeen Angus Mini-Burgers with cheese advert depicts a strong motherly figure declaring ‘the lunch battle is over’. The energetic mum, covered in cooking utensils, conveys an image of a healthy home cooked meal. In reality each BK Angus Mini Burger with cheese contains more than a fifth of a child’s daily recommended maximum saturated fat intake.

The report was conducted as part of the BHF’s Food 4 Thought Campaign aimed at tackling the childhood obesity timebomb. Obesity is one of the most significant long-term health problems facing us today. Latest predictions show that two thirds of all children will be overweight or obese by 2050 and today’s youngsters may be the first generation to live shorter lives than their parents.

The report also highlights how food manufacturers are exploiting regulatory inconsistencies. Whilst HFSS foods cannot be advertised during children’s programmes as few as 1 in 20 programmes most watched by children is covered by this ban. Children and parents are constantly being exposed to misleading adverts during prime time shows like the X Factor which undeniably attract a young audience.

As a result the BHF is calling for the government to ban all junk food advertising on television before 9pm to prevent parents and children from being misled. The charity is also calling for consistent junk food marketing regulations across all media and for a mandatory front of pack food labelling system to help parents understand the nutritional values of the products they are buying for their children.

BHF Chief Executive Peter Hollins said: "It is clear that some food companies are preying on parent’s concerns to actively market children’s food that is high in sugar, fat and salt. They are manipulating legislative loopholes to find new tactics to entice children and their parents."

Natasha Hamilton singer in hit girl group Atomic Kitten who is supporting this year's campaign said: "It’s up to us as parents to act now and help protect the health and wellbeing of our children."

Download or order the report here (PDF)

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