By Sam Borsato - @BorsatoSam on Twitter

“Marketing our children to death”: report highlights the dangers of food, beverage advertising

Feb 1, 2017 | 11:31 AM

ALBERTA – The Heart and Stroke Foundation of Canada’s newest Heart Month report says “the kids are not okay” when it comes to food and beverage advertising.

Donna Hastings, CEO of Heart and Stroke Alberta, noted that advertising directly to children is booming online, with 90-per cent of the products considered to be unhealthy. She explained that the average child spends nearly eight hours per day in front of various screens. It’s estimated that they will see up to 25-million ads per year on their top ten favourite websites alone.
 
According to the report, which was carried out by some of Canada’s leading researchers, Kellogg’s Pop Tarts is among the biggest advertisers for children and youth between two and 17 years old. In addition, less than half of kids eat the recommended five servings of fruit and vegetables daily.

With such shocking statistics before them, the Heart and Stroke Foundation was prompted to begin working with the federal government towards regulating the industry. Hastings hopes to have some movement by the end of 2017.
 
“Canada needs restrictions on food and beverage marketing to protect children, and support parents. Industry has been self-regulated to-date, and it’s failed.
 
“The Canadian Children Food and Beverage Advertising Initiative is currently voluntary, and the nutrition standards are very weak,” Hastings continued. “For example, Lucky Charms, Froot Loops and Eggo waffles are considered better for you products under that system.”
 
She added that legislation has already been proven to work in places like Quebec. In that province, where laws have been in place for nearly 30 years, people are 13-per cent less likely to purchase fast food. Quebec also has the lowest obesity rate and highest rate of fruit and vegetable consumption across the country.

The Heart Month report states that cases of childhood obesity have nearly tripled across Canada since 1979, leading to major health concerns like heart disease, stroke and diabetes. Unhealthy diets also accounted for about 50,000 deaths in Canada in 2015.
 
“Heart and Stroke is absolutely committed to giving kids the best start for a long healthy life,” added Hastings. “Good nutrition is one of the most important factors for overall health and good habits because they start early in life.”