PROPOSAL ON KIDS MARKETING SETS “VIRTUALLY UNACHIEVABLE” STANDARDS

Government proposals designed to protect children from junk food marketing are “based on nutrition standards that are virtually unachievable”, according to a group of Campbell Soup employees.

Staff at the soup giant was commenting on proposals - published in April by a working group representing several government agencies - that would prevent firms marketing foods to kids unless they meet strict new nutritional standards.

While many manufacturers are channeling their views via trade associations, several Campbell employees have also submitted comments individually expressing their concerns during the consultation period.

The Campbell staff says: “Although these guidelines seek to promote a worthy goal in which we wholeheartedly share, they do so in a manner that is misguided and that will be counterproductive."

In practice, the “draconian” thresholds for sodium, fat and sugars meant a high proportion of foods currently on the market would not meet the standards, while the proposed nutritional principles "describe products that manufacturers will not produce because children and teens will not eat them.”

In addition, the definition of advertising and marketing was so broad, the proposals could also “substantially limit communications intended for adults”, they claimed.

“In fact, if as little as 20% of the audience for a communication is composed of persons aged 12-17, the communication will be considered ‘marketing to children’ and must therefore satisfy the guidelines’ draconian standards. As a result, many communications plainly intended for adults will no longer be permissible.”