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The report notes that whilst advertising rules currently prohibit the targetting of children through the use of popular cartoon characters or celebrities in advertising for products that are high in fat, salt and/or sugar (HFSS), there is still a major loophole in that regulations which do not apply to food and drink packaging.
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Read our full interview with parent Lindsey Stephenson in this blog, and listen to her speak during our Pester Power or Parent Power Webinar. I want a little more understanding and empathy - so many decisions are made with no idea of what it’s like to go around Asda with a screaming child, all because there was a cartoon character on a rice crispy bar.” Healthy choices need to be easy choices, but it’s a minefield out there. Those who are allowing manufacturers and big brands to market to children should know the pressure they are putting parents under. “I took part in this survey because I felt it was important that as a parent, my voice was heard. Lindsey Stephenson, a mother of two in the North West, says: Whilst parents are most likely to prioritise price, brand and perceived health of products when shopping for themselves, many reported that the use of characters is the most powerful marketing tool for attracting their children’s attention towards specific products or brands, and can divert the choices they make as a parent. It is really not helpful when you end up having a battle of wills in the supermarket over Paw Patrol chocolate sticks.” fruit, vegetables, no added sugar yogurts etc). use of characters) could be swayed towards healthy foods (i.e. “ It would be really helpful if children’s food marketing (i.e. Rachel Allen, a mother of two in London, says: Whilst parents do not always give into children’s pestering, many agreed that using these characters often makes their parenting job more difficult, especially if they take their children shopping with them.
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Parents reported how popular characters from TV and films have a powerful effect on the food and drink their children notice and ask for.
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More than 8 in 10 (84%) parents said characters should be removed from unhealthy sweets, confectionery and snack products.9 in 10 (91%) of the 942 parents taking part in the research say that the use of child-friendly characters on food and drink leads to their children requesting or pestering for those products.The campaign organisations are calling on the Government to consider regulating the use of child-friendly characters on less healthy food and drink packaging as part of the next stages of its childhood obesity action plan. The Pester Power or Parent Power? report is based on research with 942 parents of children across the UK conducted by the Children’s Food Campaign and Food Active, with support from the Guy’s and St Thomas’ Charity. Parents want to see an end to the use of popular children's characters and brand mascots on food and drink high in fat, salt and sugar, according to a new report Pester Power or Parent Power? published by the Children's Food Campaign and Food Active.