Spain regulates food TV ads targeting children

17th September 2009, Comments 0 comments

Commercials displaying undesirable eating habits of children aged 12 years or less will no longer be shown on TV.

Madrid – The Spanish government has passed an agreement imposing stricter restrictions on TV food commercials which target children aged 12 or less on national and private television channels nationwide, announces the ministry of healthcare and social politics.

Under the new agreement that was implemented on 7 September, food commercials will now be assessed according to their suitability for the target audience before they can air on TV, says the ministry in a press release.

The advertisement campaigns will be evaluated according to the images, the voice messages and the sounds used during the ad.

The commercials are prohibited from using any images that would persuade children to buy the products. Neither can they show children persuading their parents to purchase the products.

Showing compulsive eating behaviours is banned, as well as excessive eating or promoting a sedentary lifestyle.

According to a recent healthcare study, almost 19 percent of children aged 2 to 17 are overweight and almost nine percent are obese. The study also found that television advertisement campaigns can have huge impact on children.

The government has undertaken prompt action after noticing the increasing number of children who are overweight. The government aims to reduce the risk associated with obesity and further complications such as diabetes, cancer, hypertension and vascular diseases in the long run.

Daura Carballo / Expatica

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