Members of European Bureau of Consumers’ Unions consider mascots and well-known cartoon characters to be too prominent on nutrient-poor foods for children. They believe that this marketing affects the eating behavior of young people. This is why BEUC has officially asked European food distributors and companies to no longer promote their fatty, salty or sweet products through characters that children love. This restriction applies to packaging as well as advertising.
No more big tigers on cereal or super heroes on cakes
According to the Oworld health organization, the “food marketing” of products rich in fat, sugar and salt is strongly linked to childhood obesity. The use of mascots and cartoon characters is particularly unhealthy because children are easily influenced in front of their favorite heroes. “Kids can’t distinguish between advertising and entertainment. That’s what marketers have figured out, but children’s health should come before business profits. With 1 in 3 children obese or overweight, the’childhood obesity is “has become a major concern for public health“explained Monique Goyens, Director General of BEUC.
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Members of the European Bureau of Consumers’ Unions conducted their own survey and analyzed the presence of mascots on supermarket shelves and in advertisements in 13 countries, including France. And indeed, the foods that are most promoted for children are the most unhealthy. Of more than 100 products observed, only one child character was intended to promote healthy food. “We are not asking mascots and heroes to disappear from advertisements, we just want the products they promote for children to become healthier.” adds the director of BEUC.
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