BBC encourages children to eat junk food!
BBC encourages children to eat junk food! |
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June 2003 The Food Commission, which co-ordinates The Parents Jury, has complained to BBC Worldwide about the recent relaunch of Tweenies Happy Meals at McDonalds. The BBC has licensed the Tweenies to be used by both McDonalds and Burger King in the past, and the characters appear on a wide range of children's foods. In 2001 the total Tweenies franchise earned the BBC over £32m. The Food Commission surveyed a number of products which use the Tweenie characters as a selling point and found that all were either high in salt, sugar, fat and/or saturated fat, according to government guidelines (see table below). The BBC has attempted to defend their position by stating "We always seek to find a balance in which foods we license and we consult a nutritionist across our food ranges. 'Treat' foods are intended to be enjoyed by children within a varied and balanced diet. Our aim is to add enjoyment and value." This is not the first time that the BBC has come under fire from The Food Commission. When criticised for allowing the Tweenies to be used to promote junk foods, the BBC issued a statement in October 2001 saying "We note with interest the comments from the Food Commission and, overall, we seek to license foods for children that are both healthy and enjoyable." We can't help wondering where the 'balance' is in the 'healthy' foods listed below.
The foods surveyed above are typical of the unbalanced diet which UK children eat every day. 22% of children are now overweight, with 85% of children consuming more than the maximum recommended amount (MRA) of sugar and 90% consuming more than the MRA of saturated fat. The Food Standards Agency recently warned that children should also reduce the amount of salt they eat in order to reduce their risk of serious illnesses linked to high blood pressure later in life. Instead of simply selling licensing rights to the highest bidder the BBC could set standards of nutritional criteria and lead the way in encouraging children to eat healthier food. Over one hundred parents have already complained to the BBC. If you also feel strongly about this issue please email: Worldwide.licensing@bbc.co.uk with your complaint. We would like to keep track of all the emails sent, and any replies received, so please send a copy to info@parentsjury.org.uk Useful resourcesThe Food Magazine reports on children's food and drink and other food issues in the UK. An annual subscription costs £23.50 (individuals/non-profit) or £48.50 (corporate). Published every three months. Click here to subscribe. More comments from parents "Whilst
shopping recently the boys were pestering me for Tweenies yogurts. They
could not understand why they weren't good for them if Milo could eat
them, but at over 16% sugar, it is not a product I would buy."
"There is
so much potential for the BBC to be groundbreaking by allowing the use
of BBC figures and names for the promotion of healthier foods. ... To
say that children are not affected by marketing is a total denial of
what every parent experiences and what every marketing company knows." Letter to
the BBC: Email to the
BBC "How can
several parts of government be trying to improve people's diets while
the BBC is helping to promote salt, sugar and fat - and to children
as well, when the ill-effects of a poor diet are becoming alarmingly
clear?" "I have
always preferred my four year old to watch CBeebies rather than the
children's programmes on the commercial channels because of the amount
of adverts for unhealthy food to which she is exposed. It would seem
there is now little point in making this distinction." Email to the
BBC: The Children's Food Awards 2002 |
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To date over 100 parents have complained to BBC Worldwide. Below are some of the comments and suggestions we have received from them: "… the
programme is excellent, and certainly one of the better programmes on
children's television. However I am not impressed with the quality of
food products marketed with the Tweenies brand logo... You could argue
that they are all meant to be occasional treats for the kids, but even
the yogurt - an every day food - is high in sugar. Surely the BBC could
target more healthy products for the Tweenies to promote, as being 'cool'
for kids to consume." "As a Nutritionist
I'm appalled that the BBC is, by virtue of its partnership with these
companies, endorsing foods that are high in sugar, fat and salt for children."
As a parent this
concerns me greatly. It is a struggle to encourage children to eat healthily,
especially when they are bombarded by adverts [for] products which are
so unhealthy. "I am very
disappointed to realise that the BBC has put a small increase in profits
ahead of children's' health by choosing to allow McDonalds to use the
Tweenies brand… Couldn't the BBC have shown more imagination, even
leadership; Jake bananas, Fizz apples etc?" Letter to the
BBC: Letter to the
BBC: "Did you have
to sell the Tweenies out to such low-quality food outlets? Couldn't you
have been a bit more selective about the products you chose? We are already
paying through the licence fee for you to "inform, educate and entertain"
us. That money starts to seem ill-spent if you disregard the vital health
messages you convey to our children - whether on or off screen. "It is very
sad that the BBC, given its unique position, should market its products
in such an unimaginative way, and has chosen to ignore the vast potential
to lead the way in encouraging children to eat healthier food. For example,
I would not disapprove of a Tweenie sticker on a fresh apple or a fresh
banana." |
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