Faced with a health crisis caused by preventable diseases, the government can take a big step now.

Last month, the British government advertisements banned for junk food on television before 9 p.m., while online advertisements for the same products have been completely banned. It is the latest and most far-reaching move in the UK to restrict the marketing of unhealthy foods and sugary drinks to children, which began in 2019 with a nationwide ban on adverts. London’s transport network.

It is a move designed to relieve pressure on the public health system – the NHS – following a damning report concluding it was in a “critical condition”. Meanwhile, in New Zealand there is no sign of government action to address exactly the same problem.

Our health system is clearly struggling to cope with enormous pressures, including preventable diseases linked to diets high in salt, fat and sugar. New Zealand children are drowning in the marketing of junk food and sugary drinks. They see it on their screens, at sporting events, in classrooms and in the neighborhoods where they spend time with their friends. It is virtually impossible for children and adolescents to limit their consumption of junk food when high consumption has been normalized through a constant stream of advertising.

Any parents who have ever been to the supermarket will not be surprised by the results of a recent Australian study Showing marketing to children results in children pestering their parents to buy them unhealthy foods and soda drinks. Companies target children because they understand that taste preferences and eating habits formed during childhood carry over into adulthood; “A satisfied customer today is a loyal customer tomorrow” as they say. These companies recognize the significant impact of children’s food preferences on overall household purchases as well as adult food choices.

Growing up in the 90s, I had a great love of after-school TV shows, and even today, old TV commercial jingles bring back feelings of nostalgia… milk bars are on me! The snacks I demanded for my lunch box (nutrient-free, high-sugar favorites including Tiny Teddies, Roll Ups, and Le Snaks) also became staples for Mom and Dad.

Fast forward to 2024: harmful marketing on television is even more entrenched, gamified and reinforced by sophisticated online marketing driven by algorithms and personal data.

The end result of all this is a diet high in junk food and soda that increases the risk of developing a variety of health problems, including digestive problems, cardiovascular disease, diabetes, poor oral health, and dental problems. mental health. With one in ten children in New Zealand having a tooth removed due to dental caries and more children and young people being diagnosed with type 2 diabetes, it is more important than ever to protect them from harmful advertising and support access to nutritious food.

Our health care system is under extreme pressure, with direct health care costs related to poor diet estimated at $2 billion per year. If our government does not act against junk food marketing, it chooses to prioritize the profits of transnational corporations over individuals. Why should New Zealand taxpayers bear the cost of health problems created by these commercial entities which are subject to no restrictions on the marketing of products causing such harm?

The government has demonstrated an apparent commitment to prevention in its Health Policy Statement 2024-2027, saying it must be proactive in responding to preventable diseases by addressing modifiable risk factors, including poor nutrition. In fact, the word prevention is mentioned 45 times in the document. It’s great that the government is recognizing the problem and the solutions needed – but without any action, the words ring hollow.

The Aotearoa Health Coalition, along with health experts nationally, have provided large quantities of evidence This action to restrict the marketing of junk food and sugary drinks to children is necessary now. Foreign governments are listening to the evidence and taking action. Why not us? New Zealand does not have mandatory, enforceable regulations that prevent junk food and sugary drink companies from directly targeting children. And the research I conducted has demonstrated time and time again that voluntary industry guidelines do not work. The advertising codes we currently have are voluntary and ineffective. Even if companies promise to respect them, no one verifies that they do so and there is no penalty if they don’t.

The example of the United Kingdom shows that we have measures; all it takes is political will to put them in place. The New Zealand public wants to protect children from this marketing and the government says it is committed to prevention – all that remains is to do it.