Bevorderen gezond gedrag: betuttelen moet. Jaap Seidell Universiteitshoogleraar VU

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1 Bevorderen gezond gedrag: betuttelen moet Jaap Seidell Universiteitshoogleraar VU

2 Dahlgren and Whitehead 1991

3 Food marketing to children: the evidence

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5 kindermarketing

6 Geschiedenis 1874, English Parliament: Relief act to protect children from their own lack of experience and from the wiles of pushing tradesmen and moneylenders.

7 Geschiedenis US Federal Trade Commission: inherently unfair to direct advertising to audiences too young to recognize the persuasive intent of such messages. FTC formally considered prohibition of all tv advertising to young children -> industry lobby -> congress halted funding of the FTC-> limits of time devoted to commercials in childrens programs.

8 Kids are Big Business Children aged 2 to 14 influence purchases of up to $ 500 billion annually. Children are considered by marketers as a highly profitable consumer group. Companies compete fiercely for market share in this segment (kids & teens), and try to establish long term relationships with them by encouraging brand loyalty. Marketing expenses for kids has been by increasing around $12 billion a year (Rice, 2001).

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10 WHO Global Strategy 2003 Limit exposure to young children to marketing practices of energy-dense, micronutrient poor foods Support healthy diets at school Limit availability of products high in salt, sugar and fat Promote media literacy skills

11 Sydney Principles to reduce marketing to children 1. Support the rights of children 2. Afford substantial protection for children 3. Be statutory in nature 4. Take a wide definition of commercial promotions 5. Guarantee commercial-free childhood settings 6. Include cross-border media 7. Be evaluated, monitored and enforced

12 Children s eating, a role for parents? Pressure to eat Using food as a reward Overt/Covert restriction Repeated offering of rejected foods Providing alternatives to rejected foods Impact of women s employment? Impact of knowledge and skills, social support Sharing meals Modelling eating healthy and less healthy foods TV on or off Energy density Portion sizes Relative portion size (e.g. vegetables as an entree)

13 Hoeveel voedingskeuzen maken we per dag? Mensen schatten zelf: gemiddeld 14 Maar wanneer, wat, hoeveel, waar, met wie etc: 226 beslissingen waarvan 59 over wat we eten. Meer dan 80% onbewust. Given that people so dramatically underestimate the number of food-related decisions they make in a day, it is not unfair to say we often engage in mindless eating

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21 Evolutie perzik in 3000 jaar

22 Strategies --to help children eat more fruits and vegetables, --decrease sweetened beverage consumption, --reduce consumption of high energy-dense foods, --help children to be more active and less sedentary

23 Inname groenten en fruit bij Nederlandse kinderen

24 Fruit & Vegetable intake European children

25 Stadslandbouw en opvoeding - relatie tussen kind en voeding

26 Students who are involved in gardening are more likely to eat fruits and vegetables

27 Potentiële effecten Meer kennis, andere attitude tov voeding Andere voorkeuren voedselpatroon Meer lichaamsbeweging Sociale integratie Betere schoolprestaties

28 Amsterdam is het zwaarst

29 Risicofactoren

30 Amsterdam Regenboogmodel

31 Strategie Bestuurlijke prioriteit Start mei 2013 Nieuw programma Zowel preventief als curatief Paradigma verandering: gezond = vanzelfsprekend Al doende leren, al lerende doen! Lange adem

32 Scholenaanpak Gezonde Scholen

33 Gezonde omgeving Aanpak Gezonde Omgeving Bewegende stad Actieplan bewegen Inactieve jeugd Sociaal domein

34 Buurtaanpak Gezond Gewicht Gezonde Buurten

35 Aanpak kinderen met overgewicht en obesitas

36 Lerende Aanpak > Excellente Professionals

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39 Conclusies Voedselomgeving (thuis, school, buurt) bepaalt in belangrijke mate voedselkeuze van kinderen; Intensieve marketing van kinderproducten dragen daar aan bij (en ondermijnen rol ouders). Integraal lokaal beleid nodig in het kader van gezondheidsbescherming ( betutteling ).