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23/02/2005
Cartoon characters promote 'unhealthy' kids food
Consumer watchdog Which? has criticised the extensive use of cartoon characters in food advertising aimed at children.
The Which? survey found that 77% of people they interviewed believed that parents find it hard to refuse to buy products featuring cartoon characters such as Shrek, The Simpsons and Scooby Doo on the packaging for their children.
The report, 'Shark Tales and Incredible Endorsements' found that a range of children's favourite characters, including Spiderman, Winnie The Pooh, the Incredibles and Action Man are used to promote foods that are high in fat, salt and sugar. Parents interviewed in focus groups described these endorsements as "disgusting", "sick" and "outrageous", Which? said.
The consumer group called on the companies who license the cartoon characters, as well as food manufacturers, to be more responsible about which foods these cartoon favourites endorse.
Nick Stace, campaigns and communications director for Which? said: "Parents feel manipulated by these marketing practices. Too many characters loved by children are being used to promote foods high in fat, sugar and salt, leaving their parents feeling powerless to say no.
"Licensing companies and food manufacturers have to take responsibility to tackle the diet and health crisis. The Food Standards Agency needs to develop a standard setting out nutritional criteria for when these characters can be used on food products."
Which? is launching a wallet-sized guide to explain how much fat, sugar and salt is 'too much' in products.
Samples of these will be handed out throughout the UK, but they are available to download from: www.which.co.uk/campaigns
(KMcA?SP)
The Which? survey found that 77% of people they interviewed believed that parents find it hard to refuse to buy products featuring cartoon characters such as Shrek, The Simpsons and Scooby Doo on the packaging for their children.
The report, 'Shark Tales and Incredible Endorsements' found that a range of children's favourite characters, including Spiderman, Winnie The Pooh, the Incredibles and Action Man are used to promote foods that are high in fat, salt and sugar. Parents interviewed in focus groups described these endorsements as "disgusting", "sick" and "outrageous", Which? said.
The consumer group called on the companies who license the cartoon characters, as well as food manufacturers, to be more responsible about which foods these cartoon favourites endorse.
Nick Stace, campaigns and communications director for Which? said: "Parents feel manipulated by these marketing practices. Too many characters loved by children are being used to promote foods high in fat, sugar and salt, leaving their parents feeling powerless to say no.
"Licensing companies and food manufacturers have to take responsibility to tackle the diet and health crisis. The Food Standards Agency needs to develop a standard setting out nutritional criteria for when these characters can be used on food products."
Which? is launching a wallet-sized guide to explain how much fat, sugar and salt is 'too much' in products.
Samples of these will be handed out throughout the UK, but they are available to download from: www.which.co.uk/campaigns
(KMcA?SP)
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