During the course of the last century, names of tobacco companies were among the easily identifiable and well-received consumer brands, primarily due to their distinctive packaging and advertising. However, the present-day scenario is vastly different, as individuals below the age of 40 may find it challenging to distinguish between various cigarette brands. The inception of the Public Health Act in 2015 starkly transformed the status of cigarette boxes, once perceived as fashion items and personal identifiers, wiping out their branding. This development has profoundly impacted the issue of youth smoking. Almost a decade after the introduction of this act, it is now necessary to apply the same principles to unhealthy food and drink, particularly those marketed towards children.
Unbranded packaging involves the elimination of all branding in favour of uniform colour and design. The application of this strategy could aid in decreasing the intake of food and drink high in fat, salt, and sugar— a crucial move in facing the challenge of obesity.
The healthcare services are grappling with the immense pressure resulting from obesity. One out of every five children in Ireland is obese or overweight, a problem which typically persists into adulthood. Childhood obesity is associated with rapid weight gain during the fourth decade of life, a period generally marked by the highest population-level weight gain. Handling obesity as a disease instead of a lifestyle choice is a notion that’s becoming widely accepted. It’s been recognised that we’ve spent decades treating obesity-related complications such as Type 2 Diabetes, cancer, heart diseases, and dementia. Just as we’ve learnt that smoking can lead to various diseases, it’s now accepted that an unhealthy diet can also negatively affect health and life expectancy. As obesity’s health implications rapidly snowball, there’s a pressing need for diverse measures to redirect the course of our increasingly unhealthy food environment.
Currently, the widespread promotion and marketing of unhealthy food and drink is a more substantial health risk than smoking.
It’s universally acknowledged that high obesity rates can’t be tackled by a single action. Regardless, we must not halt endeavours in the system that might, in the long run, prove beneficial. Steps such as the sugar tax have been a move in the right direction, and evidence shows the effectiveness of calorie labelling on menus. Promises of legislation for calorie labelling have been made in the past, by no less than three health ministers, two of whom have become taoiseach. However, the food and drink industry has consistently thwarted these attempts, leaving the proposal unsuccessful in the government buildings.
Experiences in the tobacco industry have made clear the effectiveness of plain packaging, with young people finding cigarettes less alluring and health warnings more conspicuous against an unadorned backdrop. Applying the same principles to food and drink packaging could provide visibility to full nutritional information without it being overwhelmed by branding. Merging this approach with measures to limit access could replicate the accomplishments against tobacco abuse in the fight against childhood obesity. Implementing healthier vending machines, decreasing the prominence of unhealthy foods at checkouts, can strengthen this approach, drawing lessons from the restrictions on tobacco.
Branding wields significant influence, especially among the younger demographic. Coca-Cola, for instance, has been marketing Christmas since the 1920s, sponsoring the Olympics since the 1930s, and personalising bottles since 2011. The latter led to an increased intake of sugary drinks among young people, reversing a decline in consumption. However, such campaigns would be complicated by the implementation of plain packaging.
One-fifth of Irish children are either overweight or obese, a problem that is likely to persist into adulthood. Childhood obesity is associated with rapid weight gain during their 30s, when people typically put on the most weight.
Evidence indicates that the way products are packaged greatly influences a child’s appeal for them. The food and beverage industry has developed a scientific methodology, often referred to as “finding the bliss point”, to create products that resonate with children of different age groups. Their strategies aren’t only about the taste of the product but also extend to the use of enticing imagery, cartoon characters, and typography that appeal to different age groups. Moreover, it’s becoming common for items aimed at children to be strategically placed at their eye level in supermarkets to encourage impulse buying.
A recently launched public health initiative, “Building a healthier food environment” by Safefood aims to protect the wellbeing of children. This five-year campaign provides a unique approach to public health, concentrating on factors that influence consumer habits, including packaging and sales tactics. Safefood urges consumers to spark discussions about the current food environment and contemplates ways to alter it.
Given the damaging health and economic implications of the current food environment, change is necessary. The rampant marketing of unhealthy food and beverage options has become a more significant factor in disease prevalence than tobacco use. As such, policy changes, such as those made for cigarette packaging, need to be implemented for unhealthy food and beverages. Such bold public policy moves are needed to shape a food environment that secures the health of our children.
Professor Donal O’Shea, from University College Dublin and the national clinical lead for obesity with the Health Service Executive, firmly backs this campaign by Safefood. O’Shea, who is also a consulting endocrinologist at St Vincent’s University and St Columcille’s Hospitals, sees this as a decisive step towards a healthier food environment.