THE FOOD industry has followed the example of tobacco companies and launched a pre-emptive strike against draft legislation that might damage their commercial interests.
At a meeting with Minister for Communications Eamon Ryan they argued that proposals in the Broadcasting Bill, aimed at controlling the advertising of junk food to children, were unfair, unbalanced and would not work. And they suggested, as an alternative, the adoption of voluntary codes designed to ensure that children eat healthily and obtain sufficient exercise. In the best of all possible worlds, such an approach could be entertained. But, knowing what we do about the omnipotence of the "bottom line" for commercial enterprises, the health of our children should come first.
An estimated 300,000 children are already affected by obesity in this State and the number is rising. Two thousand people die prematurely every year. The cost, in terms of hospital treatment, is enormous. And the impact on the quality of life of those affected by obesity and diabetes can be devastating. Three years ago, an official taskforce emphasised the need for joined-up action by a number of government departments in promoting exercise, healthier eating habits and, in particular, curbing the advertising and marketing of those products that contributed to weight gain in children.
A section of the Broadcasting Bill, now before the Dáil, addresses this issue. A new authority will be directed to prepare a code of practice with regard to the general public health interests of children. It will be based on the degree of harm likely to be caused. And it may prohibit the advertising of particular classes of food and beverages, if they became a matter of public concern. It will also have to consult with the food industry and with public health authorities before drafting such regulations. Sufficient safeguards appear to be in place to ensure a balanced response to the problem.
We all know how susceptible young children are to advertising. Limiting, or preventing, the promotion of certain food products that damage their health makes good sense. At no stage has the food industry disputed the fact that the products likely to be affected - those containing excessive fats, trans-fatty acids, salts or sugars - are intrinsically unhealthy. But they complain that competing multinationals and UK companies would gain an advantage if a ban on domestic advertising of these products is introduced. That may be so in the short term. But it is not a compelling argument. The interests of our children should come first.