DAILY NEWS Mar 7, 2008 2:41 PM - 0 comments

Ad Ban Not a Quick Fix to Childhood Obesity--ACA

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The rising incidence of childhood obesity is cause for serious concern, but banning advertising to children is not the quick-fix solution to a multifactorial and complex problem. That was the key message delivered by the Association of Canadian Advertisers at a conference in Ottawa earlier this week examining childhood obesity rates.

In fact, the amount of food and beverage advertising directed to children has been decreasing in recent years even as obesity rates have climbed, Bob Reaume, the ACA's Vice President of Policy and Research told the conference, held in response to a report on childhood obesity released last year by the federal government's Standing Committee on Health.

Reaume's comments stood in sharp contrast to those of a panel, comprised of academic and community representatives, who claimed a causal link between advertising and obesity. The panel is calling on governments to impose a marketing ban on "unhealthy" food and beverages to children.

Reaume noted that industry is taking a proactive approach to the obesity problem by pledging only to advertise healthier choice products and healthy active living messages. Marketers are eager to collaborate with policy makers and health groups to find effective solutions.

The full text of ACA's remarks to the conference is posted on the association's website (www.ACAweb.ca/Advocacy/initiatives.asp).
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