1. Obesity and children’s diets Responding to the challenge Stephan Loerke World Federation of Advertisers Helsinki, December 3, 2002

2. Food advertisers WHO ‘Junk food’ is the new tobacco Public and media debate Increasing levels of obesity Consumer groups and activists National and EU government activity

4. Globally, 300 million people are obese 22 million of them are children

5. ‘Globesity’: a worldwide problem In 1995 WHO estimated there were 200 million obese people In 2000 more than 300 million people were estimated to be obese 132 million in developed countries 170 million in other countries

6. Obesity is a Global Issue Obesity is a Global Health Problem

7. Moral debate Children’s growing materialism/ commercialism Global obesity debate Diet, nutrition and food advertising to children Advertising to children

8. “the first generation where children will die before their parents” International Congress on Obesity. August 2002

10. “corporate marketing harms or kills countless millions of youth across the planet….They [industry] have created, through great effort and expense a toxic commercial culture that is purposefully damaging to children.”

11. Toxic Food Environment? CIGARETTES link with poor health link with poor health massive social costs massive social costs heavy promotion heavy promotion youth targeted youth targeted Joe Camel Joe Camel FOOD link with poor health massive social costs heavy promotion youth targeted Ronald McDonald; M&M characters

13. Development of Obesity Excess consumption of energy relative to expenditure. Rapid increase in global rates of obesity are likely to result from: increased energy intake increased energy intake reduced physical activity reduced physical activity or or BOTH BOTH

14. Overweight and Obesity Definitions 3 BMI > 25  Overweight 3 BMI > 30  Obese

20. Prevalence of Diabetes among U.S. Adults Diabetes and Gestational Diabetes Trends Among Adults in the U.S., Behavioral Risk Factor Surveillance System 1995

21. Prevalence of Diabetes among U.S. Adults Diabetes and Gestational Diabetes Trends Among Adults in the U.S., Behavioral Risk Factor Surveillance System 1997-1998

22. Prevalence of Diabetes among U.S. Adults Diabetes and Gestational Diabetes Trends Among Adults in the U.S., Behavioral Risk Factor Surveillance System 1999

23. 16 million Americans have diabetes American Diabetic Association

24. OBESITY AND DIABETES Obesity is reaching "epidemic proportions" in the nation and could soon cause as much preventable disease and death as cigarette smoking. The conditions of being overweight or obese cause as many as 300,000 premature deaths each year. U.S. Surgeon General David Satcher “Diabetes, long considered a disease of minor significance, is now taking its place as one of the main threats to human health in the 21st century … it is taking place in both developed and developing countries.” Nature Vol. 414, Dec. 2001 “Obesity is becoming widespread in developing countries some of which are fending off famine.” WHO Report 2001

26. food advertising as an “ill health risk factor” a causal link between levels of food advertising and obesity

27. “ more stringent codes of practice on advertising of sugar-rich items, especially to children ” “ fiscal pricing policies on such items ”

28. “ Whether it is tobacco, soft drinks and alcohol, or unhealthy foods and lifestyles, marketing plays a critical role in influencing people's health. Of particular concern is marketing aimed at, and the global health patterns being observed among, young people ”

29. WHO Strategy on Diet, Health and Nutrition Autumn 2002November: Draft outline of strategy produced Winter 2003February-June: Regional consultation with EU member states Spring 2003April: Global consultation meeting in Geneva April-May: Consultation meetings with private sector stakeholders May: Consultation with the EU Summer 2003June: WHO Director-General/civil society roundtable August-September: Additional consultations with EU member states Autumn 2003November: Last draft strategy complete Spring 2004Discussion of the strategy at the 57 th World Health Assembly

30. Government activity UK UK FSA research on promotion of foods to children FSA research on promotion of foods to children Denmark Denmark Presidency conference ‘Obesity in the EU’ Presidency conference ‘Obesity in the EU’ Germany Germany Minister announces consultation on children’s nutrition Minister announces consultation on children’s nutrition Australia Australia New South Wales government pressing for restrictions on TV Advertising to minors New South Wales government pressing for restrictions on TV Advertising to minors

31. Potential Business Implications Taxes Taxes Restrictions Restrictions advertising advertising point of sales point of sales Traffic light labelling Traffic light labelling Restrictions on schools marketing Restrictions on schools marketing Vending Vending Negative consumer perception Negative consumer perception Liabilities/lawsuits Liabilities/lawsuits Decreased sales Decreased sales

32. FIC task force Ensure the effective defence of our rights to market food brands responsibly Ensure the effective defence of our rights to market food brands responsibly Serve as representative voice on ads Serve as representative voice on ads Manage the issue at EU level and global level Manage the issue at EU level and global level Get ahead of the game Get ahead of the game  Research - the voice of the consumer  Position papers  Be part of the solution