Cape Town - Sugary treats are made popular by a tree-swinging monkey, a colourful clown and a young child reluctantly feeding her father a delicious chocolate biscuit.
This is how advertisements – largely directed at children – persuade South Africans to buy sweet and savoury treats and fast food.
But this could be a thing of the past if the Health Department has its way.
Natasha Wright, senior associate of Adams & Adams trade marks department, said that in a bold move in May 2010, the 63rd World Health Assembly (WHA) endorsed a set of recommendations to limit children’s exposure to the marketing of foods and non-alcoholic beverages, with particular emphasis on foods high in fat, sugar and salt, and low in nutritional value.
Hot on the heels of the WHA, South Africa implemented an Integration Nutrition Strategy, designed to address nutrition in South Africa.
The Department of Health proposed new regulations relating to the labelling of foodstuffs to limit children’s exposure to the marketing of foods and non-alcoholic beverages.
Wright said that in South Africa, the concept of attracting children’s attention to confectionery, non-alcoholic beverages and fast food is synonymous with the use of cartoon characters, famous movie characters and toy give-aways – all aimed at selling such foodstuffs to children, or convincing parents to make the purchases.
In May this year, the Department of Health published for comment draft regulations relating to the labelling of foodstuffs.
It defines as unhealthy energy-dense, nutrient-poor foodstuffs and/or non-alcoholic beverages, which have a high fat, sugar or salt content.
“By definition, almost all non-alcoholic beverages, confectionery and fast food will fall within the ambit of (the regulations).
“This has manufacturers up in arms, while some parents and health organisations are welcoming the move by the Department of Health.
“It will prohibit the commercial marketing of unhealthy foodstuffs (to children under 18), through advertising (which includes product packaging, print media, in-school marketing, outdoor advertising), cross promotions (in which manufacturers link unhealthy foodstuffs with popular children’s movies) and television programme sponsorships.
It will also prohibit commercial marketing to children that incorporates celebrities, cartoon-type characters, puppets, computer animations or any similar strategy.
“Manufacturers are concerned and advertising agencies are perplexed, as the new restrictions will severely affect briefs to advertising agencies when manufacturers launch or rebrand their – supposedly – unhealthy foodstuffs in South Africa.”
Wright said the extent of the regulations’ effect will not only be felt by South African manufacturers, but also by international companies, who have business interests in South Africa.
Saturday Star