Broadcasting Authority Must Go Back to Drawing Board on Cheese Advertising to Children

IFA National Dairy Committee Chairman Kevin Kiersey today (Thurs) said that dairy farmers were just as concerned as anyone by the increased incidence of obesity in children. However, in its review of the Children’s Commercial Communication Code, the Broadcasting Authority of Ireland’s (BAI) Expert Working Group’s approach, which suggests that cheese is less healthy for children than diet cola, lacks any credibility and must be reconsidered.

Kevin Kiersey said, “The BAI’s suggestion that cheese should be treated the same way for advertising purposes as junk foods such as confectionery, crisps or sugary soft drinks is fundamentally wrong. To argue that cheese is somehow less healthy than diet cola is based on poor methodology and flawed analyses. We further doubt that the BAI’s proposed approach would actually help improve children’s diets. We have outlined in detail our objections to the BAI’s approach in our submission on this topic.”

“Cheese provides a concentrated source of calcium – an element lacking from many children’s and teenagers’ diets – and many other valuable nutrients. The value of dairy and cheese in children’s diets is well documented, and both the FSAI and the Department of Health recommend 3 to 5 portions of dairy products a day for children and teenagers. Low or full fat cheese, in moderate portion sizes, must be part of the options available to parents and kids as part of a balanced diet,” he said.

“Recent studies have clearly shown that the prevalence of obesity among the under 18 has increased in the last 15 years, but that cheese consumption in this age group has remained stable and is in fact substantially less than the recommended daily portion of 28 grammes. There is no link between the incidence of overweight in Irish children and cheese consumption, and therefore no justification for the demonisation of cheese by the BAI,” Mr Kiersey said.

“I am deeply concerned that by categorising cheese as being less healthy for children than diet cola, and associating it in consumers’ minds with junk foods, the BAI’s proposals will not only confuse parents at home in their genuine effort to provide a healthy diet for their kids, it will also damage seriously the reputation of a nutritious, healthful product on our export markets,” he added.

“In the <i>Food Harvest 2020</i> report, Government has set out a target of 50% growth for the dairy sector in the next 10 years, in order to grow domestic and most of all export earnings from the industry for the greater good of the Irish economy. A substantial part of this expansion will likely rely on developing new, greater value-added products, including cheeses. Indeed, a €1.5m investment in research and development has just been entered into by the Irish Dairy Board in co-operation with Teagasc for this very purpose,” he said.

“In this context, restricting the legitimate marketing activity of the industry is totally unacceptable, as well as unjustified. The BAI must go back to the drawing board, and instead of demonising cheese engage with advertisers and broadcasters to promote the importance of a balanced, healthy diet and an active lifestyle,” he concluded.