Coca-Cola's 'Happy Holidays' Truck Tour Should be Banned

This Christmas, Coca-Cola's "Happy Holidays" truck visited five locations in north west England in the first week of December 2016 and received substantial coverage in the major local newspapers in Liverpool and Manchester.

Visitors could have their photo taken with the vehicle while being given free product (including a 150 ml can of standard Coca-Cola containing 15.9 g of sugar - nearly four teaspoons).

Childhood Obesity - Criteria - Causes - Complications, Treatment
Childhood obesity is one of the most serious health challenges in the developing countries and needs to be understood and tackled effectively.

‘Coca-Cola's "Happy Holidays" truck tour should be banned, given the growing evidence of the effect that marketing of unhealthy food and drink has on children.’

Tweet it Now

Given the growing evidence of the effect that marketing of unhealthy food and drink has on children, public health experts have called for a ban on the Coca-Cola's "Happy Holidays" truck tour.

In 2018, the UK government will introduce an industry levy on full sugar soft drinks as part of its childhood obesity strategy.

But Robin Ireland, Director of Food Active - a campaign based in north west England to tackle increasing obesity levels - points out that 34% of 10 to 11 year olds in the north west are overweight or obese. Further 33% of five year olds have tooth decay, largely down to their consumption of sugary drinks.

Mantra to Prevent Childhood Obesity - Vigorous Physical Activity
Being physically very active is the mantra to prevent pediatric obesity rather than concentrating efforts at restricting energy consumption.

Many public health departments have launched campaigns about sugary drinks to try to help their communities reduce their consumption, so Coca-Cola's campaign was scarcely welcomed by local directors of public health, medical professionals, educationalists, or indeed members of the public, he adds.

Such was their concern that Food Active organized a letter stating "We can celebrate without allowing Coca-Cola to hijack Christmas by bringing false gifts of bad teeth and weight problems to our children."

Tax on Soft Drinks, Sugary Drinks can Cut Childhood Obesity
Imposing sugar tax on soft drinks and other sugary drinks can potentially improve health of thousands of adults and children by reducing rates of obesity, diabetes and tooth decay.

The 108 signatories included five public health directors and the current and past presidents of the Faculty of Public Health.

The letter received no coverage in either Liverpool or Manchester.

Body Mass Index can Help Identify Infants Who are at Risk of Childhood Obesity
Pediatricians can now identify infants who are at higher risk of early-childhood obesity, before obesity develops, using a simple measurement of BMI.

"It is of huge concern that no alternative views were provided in the face of a concerted commercial marketing campaign by Coca-Cola, writes Ireland. "Apparently Coca-Cola's voice counts more than those of directors of public health."

He believes that this form of advertising and marketing should be banned and will continue to push for national action to stop similar campaigns next Christmas.

Source-Eurekalert