Food makers are failing children: report

FOOD manufacturers are failing to protect children from foods high in fat and sugar, a report by a health group says.

The Obesity Policy Coalition (OPC) has released a report which concludes that governments must step in and regulate the advertising of junk food to children because the existing self-regulating system has failed.

The OPC's executive manager, Jane Martin, said the advertising codes in place to protect children were riddled with loopholes which the processed food industry was exploiting to promote its products.

The codes were flawed and their enforcement was inadequate, Ms Martin said in a statement.

"The food industry has been given ample opportunity," she said.

"The government must now call time on the charade of self-regulation and legislate to give children meaningful protection from the influence of unhealthy food marketing."

The report, "Exposing the Charade", says that in addition to being flawed and inadequately enforced, the advertising codes have failed to reduce children's exposure to unhealthy food advertising.

Chief among the problems identified are the overly complex nature of the codes; the fact that they do not apply to all advertisers; and that they only cover content directed primarily at children.

The scheme relies upon complaints from the public, another major flaw according to the OPC.

"Legislation to comprehensively restrict junk food marketing and advertising would be one of the most effective and cost-effective interventions to address the childhood overweight and obesity crisis," Ms Martin said.

The OPC comprises the Victorian arms of the Cancer Council and Diabetes Australia, VicHealth and the Deakin University Centre for Obesity Prevention, which operates in collaboration with the World Health Organisation.

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