Which? report on cartoons labels aims to show how food companies are using popular cartoon characters to promote predominantly unhealthy foods. Also, it wants to address a warning to the companies that hold the licenses for popular cartoons characters. “Companies could damage their reputation” suggests Which?.
This report follows on from Shark Tales and Incredible Endorsements, a Which? campaign report published in February 2005, which revealed some of the worst cartoon offenders.
On one hand, Which? has found some positive developments in companies such as the BBC, Co-op, Disney and Warner Brothers, which have all introduced responsible policies restricting these types of promotions.
On the other hand, Which? denounces that most companies using their cartoons in labels on foods high in fat, sugar and salt, are still failing to acknowledge the need for effective action.
The cartoon villains list
The 74% of the parents interviewed by Which? think companies should be stopped from using cartoons characters to promote unhealthy foods to children. The cartoons identified by Which? in its report include, among others, the following:
Bratz (MGA Entertainment). Bon Bon Buddies Bratz Fabulous Biscuits, promoted as being ideal for lunch boxes, contained 24.6g of fat, 15.4g of saturates and 37.6g of sugar per 100g.
The Simpsons (20th Century Fox) were used to promote Honey Nut Popcorn from Butterkist with 41.3g sugar per 100g.
Shrek the Third (Dreamworks) featured on Kellogg’s Frosties, with the incentive of a free child’s cinema ticket for which it was necessary to collect three different codes from special packs (37g sugar per 100g).
Coco the Monkey (Kellogg’s) was shown in ads with other cartoon animals promoting Coco Pops Straws (6g saturates per 100g, 34g sugar per 100g) and other Coco Pops products.
Spider-Man (Marvel) comics came free with Nesquik Chocolate Flavour Cereal (36.1g sugar per 100g).
Pink Panther (MGM) Northumbrian Fine Foods Pink Panther Jammy Wheels contained 10.4g saturates per 100g and 30.1g sugar per 100g.
The report also elaborated a list of "the cartoon heroes" with cartoon characters labelled in healthy products as fruits or water. It should be remarked that this list is sensibly shorter that the villains one.
The Which? warning
The organisation is calling on companies to follow the example of Warner Bros and Disney by no longer using cartoons to promote unhealthy foods.
Also, they reason out that "with so many parents fed up with the amount of marketing of unhealthy foods aimed at their children, it also makes commercial sense for cartoon brands to distance themselves from unhealthy products".
For further information:
Which? Cartoon Heroes and Villains report (09 August 2007)
Which? campaigns : Food industry tricks - Cartoon heroes and villains
Which? warns over cartoon junk food endorsement (21 August)
EPHA related articles:
New Which? report exposes UK companies who market junk food to children
Childhood Obesity - what can the EU do?
*UPDATED* Towards banning junk food advertising? The UK debates
UK Parliament demands action on obesity
World’s biggest 25 food companies not taking health seriously enough
White Paper on sport: an-other step to tackle obesity
*Updated* European Commission issues a Nutrition Strategy
