Health claims on food packaging marketed to children “confusing”

Health claims made on product packaging for a number of foods marketed towards children are “confusing” and could be a contributor of rising childhood obesity rates, according to new research published in the online journal Archives of Disease in Childhood.

Researchers at the University of Glasgow say stricter regulations are needed for food labelling to lessen this risk, as the evidence suggests such claims create a positive impression, the so-called ‘health halo effect’.

Levels of fat, sugar, salt and calories of 332 foods marketed to children over the age of one were scrutinised by researchers, with a focus on goods with child-focused imagery and health and nutrition claims.

The use of cartoon characters (91.6%), nutrition claims (41.6%) and health claims (19.6%) were found to be common marketing techniques.

Many products made claims of being one of your five-a-day (41.6%) but three-quarters of products which made this claim were made up of less than the recommended 80 g of fruit and vegetables – the standard size for a five-a-day portion.

A total of 332 products from breakfast cereals and dairy products to fruit snacks and ready meals were analysed, using a seven-point scoring system – calories, total sugar, saturated fat, salt, fruits/vegetables/nuts, fibre and protein – to quantify the nutritional quality of the foods.

Overall, 41% of the products were classified as less healthy than claimed, according to the results.

Dr Zahid Chauhan, national health campaigner and columnist at Rochdale Online, said: “Childhood obesity in Rochdale is higher than the national average and it is going to take a concerted drive to beat it. 

“The clear labelling of food is part of that process as is responsible advertising, government intervention in the form of a sugar tax with levies used to fund facilities and campaigns, and not placing high-sugared products next to the till at accessible heights for children. 

“It is particularly disturbing that food advertised as healthy simply is not. There could be people making a concerted effort to make a big lifestyle change and lose weight who are being wrongly informed.

“Sugar and fat content should be clearly labelled and easily understandable if we want to encourage our next generation in Rochdale to be healthier."

Data released last summer by Public Health England revealed the number of 10 and 11-year old children in the Rochdale borough who are obese was the highest since records began, with almost one in four children (23.3%) classified as obese.

• www.rochdaleonline.co.uk/news-features/2/news-headlines/120890/obese-children-in-rochdale-highest-since-records-began

Read more:

Childhood obesity: are we really doing enough for our children’s health?

• www.rochdaleonline.co.uk/news-features/2/news-headlines/119284/childhood-obesity-are-we-really-doing-enough-for-our-childrens-health
• /www.rochdaleonline.co.uk/news-features/2/news-headlines/120068/rochdale-is-one-of-englands-fast-food-hotspots