BEUC and its member organizations have called on European food companies and retailers to stop using cartoons when marketing nutrient-poor foods to young consumers. The consumer groups’ call applies to both advertising and packaging.

According to the World Health Organization (WHO), there is “unequivocal evidence” that the marketing of foods high in fat, sugar and salt is strongly linked to childhood obesity. Cartoon characters are an especially powerful and persuasive marketing method to target children. Unfortunately, these characters are overwhelmingly used with unhealthy foods.

BEUC members have surveyed the presence of mascots on supermarket shelves and online adverts in 13 countries. This shopping exercise confirms that the mascots appear on foods that the WHO considers unfit for advertising to children, i.e. because they are loaded with sugar, salt or fat. Out of over 100 examples, BEUC members discovered only one child-friendly character being used to promote a fruit or vegetable. Research has shown that character-based marketing has an impact on children’s dietary behaviors.

Health ministers of EU member States are to meet this Friday 16 June in Brussels to adopt guidelines on how to tackle childhood obesity. The text invites Member States to tackle food marketing to children. Member States should heed this call and tackle cartoon characters.

Monique Goyens, Director General of BEUC, the European Consumer Organisation, has commented: “What parent has never been begged by his or her child to buy breakfast cereals or snacks with a friendly character on the package? Characters that promote low nutrient foods only make it harder for parents to ensure their children have healthy diets. Using characters for unhealthy foods has to stop if we want to protect children’s health.

“Children are unable to distinguish between advertising and entertainment. This is something that marketers have understood, but children’s health should come before profits. With 1 in 3 children obese or overweight, child obesity has become a major public health concern.

“Numerous international bodies, health experts and consumer organizations have urged food companies to improve their food marketing practices to better protect children. Sadly, little ones remain exposed to many persuasive forms of marketing, both in supermarkets and online.

“National governments must push companies to use cartoons more responsibly. In the meantime, food companies should demonstrate a serious commitment to protecting children by removing these cartoons from unhealthy foods. We’re not calling for Tony the Tiger or the Minions to disappear from ads, we just want the products they promote to children to become healthier.”