Big two grilled about obesity

The two companies most often accused of fattening children say there is little evidence bans or restrictions on their products would cut obesity rates.

Representatives of McDonald's and Coca-Cola were yesterday grilled by MPs investigating the country's obesity epidemic.

MPs have sought views from submitters to Parliament's health committee on options such as banning fast-food advertising during young children's TV times, or banning fizzy drinks in schools.

But both companies said they led their industries in offering healthy choices and there was little evidence to show that greater regulation would work.

In Sweden, where there was a ban on advertising unhealthy foods to children, the obesity rate was 21 per cent, just 3 per cent lower than New Zealand.

McDonald's marketing manager Ian Sutcliffe said banning advertising to children - if the ban was wide enough - might also capture advertising aimed at promoting sports and the company's widely known seat-belt safety campaign.

It might also jeopardise its annual $1.2 million sponsorship of children's sports.

General manager Grainne Troute said casual dining outside the home was growing fast in New Zealand and the company demanded the right to promote itself as an option.

Making parents aware of their options through marketing to their children through advertising and toy promotions was part of that.

Green MP and committee chairwoman Sue Kedgley repeatedly questioned her on why the company directly targeted children and whether that was ethical. Ms Troute said such advertising was dropping and now made up just 2.8 per cent of the company's annual $20 million marketing budget.

Healthier options now made up about 20 per cent of all sales.

Coca-Cola's Oceania managing director Geert Broos said the company had not directly marketed to children aged 12 and under for several years.

A ban on advertising during young children's viewing times would not affect the company. But it opposed a total ban on fizzy drinks in schools as that would catch out its relatively healthy sugar-free diet drinks - sales of which were growing rapidly.

Restricting sales of fizzy drinks would not cut obesity as such drinks made up just 2 per cent of New Zealand children's energy intake.

Coca-Cola spokeswoman Alison Sykora said a ban might even increase the uptake of sugary drinks among teenagers who were looking for restrictions to rebel against.

Coca-Cola had 68 vending machines in secondary schools and 280 schools sold its products - which included juices and water - through canteens. She said schools with vending machines could make between $5000 and $50,000 a year.

- NZPA