It's akin to getting rid of Joe Camel.The European Commission says urgent action is needed to battle widespread obesity, and it's pressing food companies to take voluntary steps to halt the promotion of foods loaded with sugar, fat and salt to young people.
"I would like to see the industry not advertising directly to children," European Health Commissioner Markos Kyprianou told the London Times. "The signs from the industry are encouraging, positive. But if this doesn't produce satisfactory results, we will proceed to legislation."
Any new law would focus on commercials aimed at children, especially those using animated characters like those from McDonald's.
A possible alternative to a complete ban is placing limits on advertising, such as allowing them only late at night, presumably when kids would be sleeping.
The commission's warning comes in the wake of growing obesity among European children. One in four kids on the continent is reportedly overweight, with a third of Italian and Greek children carrying too many pounds.
"The idea is that children are protected from direct marketing and advertising convincing them and inducing them to consume too much of this product," Kyprianou said. U.S. food giant Kraft has already announced it's stopping advertising to children under the age of 12.
a little different than catching teh ghay from silly cartoons.