Children's Food Campaigners warn Actimel ads are the tip of the iceberg

The Children's Food Campaign today welcomed the Advertising Standards Authority's ruling that Danone could not support the claim in their adverts that Actimel is “scientifically proven to help support your kids' defences”.

Campaign Co-coordinator Christine Haigh said:
“Danone's claims are the tip of the iceberg: misleading marketing of food is now endemic.  Food companies increasingly try to market their children's products by persuading parents that they are healthy.  Products, many of which are unhealthy, often carry health claims like 'low in fat' or 'contains vitamins' in a effort to mislead parents.”

She continued:  “The EU is trying to bring in rules which will protect children and parents from this misleading marketing.  However, the food industry is investing a great deal in a lobbying campaign to water this legislation down.  This case shows that strong regulation is needed.

“Today's ruling demonstrates the way that the food industry targets children and concerned parents, putting their profits before a genuine concern for their health.  For children to be properly protected, we need a robust system that stops this misleading marketing.”

In May, research conducted by the Children's Food Campaign exposed high levels of sugar and saturated fat in snacks marketed for babies and young children.  Many of these products carried health claims which were misleading to parents trying to make healthy choices for their children.

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For further information please contact Christine Haigh on 0203 5596 777 or 07870 577934 or Christine@sustainweb.org

Notes to editors:

1) The Children's Food Campaign wants to improve children's health and well-being through better food - and food teaching - in schools, and protecting children from junk food marketing. We are supported by over 300 organisations, almost 300 MPs and 12,000 members of the public. The Children's Food Campaign is coordinated by Sustain: the alliance for better food and farming and funded by the British Heart Foundation.