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Opinion: Learn from Britain — a junk food ad ban is a bad idea

The outdated playbook of trying to tax and ban things out of existence in a misguided effort to change people’s behaviour

Childhood obesity rates have nearly tripled in the last 30 years. Almost one in three Canadian children is overweight or obese, according to data from Statistics Canada. In an effort to tackle this growing problem, Health Canada has announced it is considering sweeping new legislation to restrict junk food advertising.

A similar plan was mooted but not adopted a few years back, but public health regulators now feel empowered to push this tired idea partly because the British government recently signed off on a new law banning television advertisements before nine in the evening for foods high in sugar. Health Canada says it is examining the British law and recommitting to implementing something similar in Canada.

The months the British government has spent dancing around this issue ought to be enough to ward off any right-thinking Canadian. The law it eventually came up with was a watered-down version of the original proposal, which would have banned all online advertising of anything the government considered “junk food.” Bakeries could have been committing a crime by posting pictures of cakes to Instagram.

The U.K. government now promises its new legislation will eliminate that possibility. But that doesn’t mean the ban is a useful public policy tool. First and foremost, ad bans simply do not work. The British government’s own analysis of its policy predicts it will remove a grand total of 1.7 calories from kids’ diets per day. That’s roughly the equivalent of 1/30th of an Oreo cookie.

It’s safe to assume the same policy would have similarly underwhelming results here in Canada. It won’t help reduce child obesity but it will make life more complicated for the country’s food industry. All this, just as the world enters a post-COVID economic recovery and countries like Britain and Canada need growth and investment more than ever.

The junk food ad ban was pushed through in the U.K. on the back of a sinister campaign weaponizing children’s voices. As the government wrapped up its public consultation on the proposal, it lauded a conveniently timed report supposedly highlighting the crying need for such a drastic policy intervention. The report — or “exposé,”’ as it was branded — was cooked up by Biteback 2030, a pressure group fronted by celebrity chefs and Dolce & Gabbana models. Absent hard evidence or coherent arguments for the centralization of decision-making on a matter as fundamental as what to have for dinner, it made its point by shamelessly putting interventionist politics into children’s mouths.

“I’m a 16-year-old boy,” read its introduction. “I feel like I’m being bombarded with junk food ads on my phone and on my computer. And I’m pretty sure this is getting worse.” Canadians who value free markets and individual liberties should be on the lookout for similar tactics from nanny-statists bent on drowning entire industries in red tape and consigning any notion of freedom of choice to the history books. It is incredibly paternalistic for the government to limit what advertisements adult consumers can see, as the ban would eliminate the targeted ads from all TV programming before nine p.m.

There is plenty Canada can do to fight obesity without resorting to blanket advertising bans, following the outdated playbook of trying to tax and ban things out of existence in a misguided effort to change people’s behaviour. The ban completely ignores the other half of the obesity equation, which is of course physical activity.

Obesity is a serious problem. It could even become the next pandemic. But as this junk food ad ban statement from Health Canada shows, powerful public health regulators are asleep at the wheel. They claim to be acting in Canadians’ best interest but they have nothing new to add to the policy debate.

Originally published here.

Parenting, not paternalism, defeats bad diets

Parents are the best judges of the education of their children.

The European Union regulates so-called “junk food” advertising, in order to protect children from exposure to harmful content. Its rules target food that are high in energy, saturated fats, trans-fatty acids, sugar and salt. This really translates as a massive distrust in parenting.

It undoubtedly sounds terrible when we read the words “advertisements targeting children”. Children, being the most vulnerable people of all, shouldn’t be targeted like the same way a hunter peeks through a scope, which seems to be the semantic implication when the word is used. In reality, it’s hard to imagine that many consumers would regard a TV ad for corn flakes that includes a cartoon character, as predatory behaviour by marketing companies.

And yet, this is precisely what lead Chile to ban these characters on cereal boxes earlier this year, and has motivated British star-cook Jamie Oliver to demand a similar rule in the United Kingdom, despite practicing the same in his own videos. We all know the saying: do as I say, not do as I do.

Some campaigners will find this hard to believe, and yet: removing Tony the Tiger from a cereal box won’t make children eat healthier all by themselves. The entire reason why children are not considered adults, is because they cannot properly evaluate the results of their actions, and they will eat anything sweet or fatty that tastes good to them.

Unless we were to remove children completely from their parents, there would be no way for us to make sure that their nutrition is entirely according to the guidelines of national health ministries.

Between a child (as opposed to youth) seeing an advertisement and the act of purchasing the product, there is a parent who has to make the decision whether or not to allow the child to receive it. By restricting the ability to market the product, we’d forgo the judgement of the parents. Far worse, such restrictions would tell parents that the government does not believe that they are able to do their job properly.

In a similar manner, alcohol and alcohol advertising is perfectly legal and available, yet we trust the resounding majority of parents to provide educational background on alcohol to their children.

Raising awareness about the consequences of too much sugar and fat is the right way of going about this problem: it empowers consumers by providing them with information, and endorses a non-paternalistic approach. The last thing we need is for the advancements in public health to backfire due to restrictions on marketing.

As a matter of fact, branding bans can indeed backfire. Brands establish consumer loyalty, yet they can equally reverse it very quickly. If a producer is know for its brand name or logo, making mistakes will make recognizable marketing into a liability. On the other hand, competitors can exploit marketing techniques to sell better products.

Most of all, advertising bans are lazy decision making. The conversation about the education of children, and the gap between counselling parents and interfering in what they see fit for the education of their children is narrow, and requires intricate analysis.

Restricting the advertisements of “predatory” companies on the other hand is a far simpler solution to understand. It’s very much the equivalent of Ostrich effect: if I do not see it, I can make the problem go away. But as the problem does not go away with this particular ban, it is very likely that conclusion will be reached that

A) the ban wasn’t stringent enough, or that

B) MORE bans are necessary. As a result, we’re being trapped with a legislative avalanche that does not empower consumers.

Parents are the best judges of the education of their children. We should empower them as consumers through information, not paternalism.

Originally published here.

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