New Zealand’s increasing levels of obesity and Type 2 diabetes can be linked to fast food corporations sponsoring charities and sports events, according to Waikato District Health Board.
The board has issued a discussion document, Obesity, diabetes and fast food – the impact of marketing to children, that suggests corporations’ backing of sporting activity sends conflicting messages to our youngsters.
With McDonald’s sponsoring athletic events and Burger King supporting the Breakers, it’s easy to see why children become confused.
The paper's author, Waikato DHB population health policy analyst Nick Chester, said people have been conditioned not to notice this subtle advertising. He suggests this is part of the “obesogenic” world we live in, with inactivity and sedentary jobs promoting over-eating of unhealthy food.
A McDonald’s spokeswoman defended McDonald’s as a meal choice to the Herald.
"We've worked hard to ensure we can provide healthier choices for our younger customers, and now more than 50 per cent of our Happy Meals sold include a choice like fruit juice, water or apple slices."
The 2006/07 Health survey found that one in five New Zealand children were overweight, and one in 12 was obese. These children were unlikely to lose weight when they got older.
Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).
Idealog is part of ICG. We work with clients like Woolworths New Zealand, All Good, Huffer, Liquorland, Resene, Citta Design, TVNZ, Spark and FCB on their event activations, in-store, in-office or out-of-home signage, content creation and vehicle wraps.