All Island Obesity Action Forum. candy-coated sports sponsorship

Transcription

1 All Island Obesity Action Forum candy-coated sports sponsorship Malcolm Clark Children s Food Campaign 11 November 2014

2 Download the report:

3 Infographic from Obesity Games report

4 Sponsorship income A small piece of the funding pie

5 A winning formula for brands Maximise the biggest sales opportunity of our lifetime

6 The science behind the success Research suggests that children perceive fast food to be less unhealthy when it is associated with sports (Dr Jean Adams, Newcastle University) Priming Familiarity Subliminal messages

7 Coca-Cola's marketing machine

8 McDonald's marketing machine

9 Cadbury's marketing machine

10 Obesity Offsetting Companies off-setting the damage of their products and pretend they are part of the solution. by putting money into short-term measures to promote physical activity; whilst continuing to push their unhealthy products.

11 The public's view In a Which? online survey: nearly two-thirds agreed it undermines healthy ethos of the Olympics to be sponsored by companies that are perceived to make mainly unhealthy food & drink. 60% agreed that the sponsorship encouraged unhealthy eating and makes it harder to tackle obesity and a poor diet. over half agreed that food brands sponsoring sports events have some impact on what children eat. only one-in-five agreed that it was appropriate for these brands to be allowed to be Olympic sponsors.

12 Our recommendations (i) An Olympic Exclusion Order - the exclusion of junk food brands from sponsoring sporting events. (ii) Asking more of existing sponsors tougher conditions on what they can sell, promotions etc. (iii) A five-a-day special sponsorship category - for companies/brands that are healthier across their range. (iv) The introduction of robust healthy eating standards - for all future major sporting events. (v) Tightening up existing marketing regulations.

13 London Assembly motion 20 June ) LOCOG to recommend that IOC introduces criteria for the selection of worldwide sponsors for future Games that exclude food and drinks companies strongly associated with high calorie brands and products linked to childhood obesity, and to encourage national organising committees to adopt similar criteria; 2) Mayor of London to encourage the organisers of future major sporting events in London to adopt criteria for appointment of sponsors that exclude such food and drinks companies; and 3) Government to consider introducing restrictions on advertising and exclusive marketing at major sporting events by such food and drinks companies.

14 Taking the campaign to Glasgow

15 Glasgow 2014 The Good

16 Glasgow 2014 The Bad

17 Glasgow 2014 The Ugly

18 Liverpool FC & Dunkin Donuts

19 The MORO bar

20 Sports Stars Our sportsmen and women are role models and should be taking more responsibility for which brands & products they choose to promote

21 Coca-Cola Park Lives The lessons from the Olympics are relevant to our Councils and Town Halls..

22 Dublin Bikes

23 Lucozade Sport Kit Out Project

24 Commercialisation in schools Influence of food industry still reaches inside schools. Through the Back Door curricula materials Through the Front Door sponsorship, equipment 2014 survey of NUT teachers found lack of knowledge of existing guidance, but desire for up-to-date and well-publicised guidance.

25 Demanding more of sponsors If our Councils or other bodies do accept such sponsorship, there is much more that can be asked of sponsors as part of those negotiations: 1) Making healthy choices easier Front of Pack Labelling 2) Removing temptation Junk Free Checkouts 3) Rebalancing promotional activity Differential Pricing 4) Closing the marketing loopholes Regulation 5) Reformulation

26 Town Hall action 'Healthy Havens' (or junk free zones) To create areas free from sponsor influence and reverse the obesogenic environment. Councils should target places beyond the school gate where children tend to congregate after school and at weekends, and which our within the control of the Council - e.g. leisure centres, parks, libraries. These spaces should be: free from sugary drinks and other HFSS products; free from commercial pressures of marketing making such products attractive; where healthy eating and sustainable living are actively encouraged.

27 Tackling sugary drinks One final important step that national government could do to counter the largest source of added sugar in children and young adults diets, would be to introduce. A 20p per litre sugary drinks duty The duty could. (i) reduce consumption (ii) have a positive health impact (iii) save health care costs The revenue raised could go into a Children s Health Fund to pay for programmes to improve children s health and the environment they grow up in.

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