On 27 February, the South Korean Government outlined a set of measures aimed at restricting the population’s exposure to ‘junk food’. The new rules include a ban on "fast food" advertising and tighter rules on the food made available in school cafeterias. "Fast food" advertising will banned from the internet and television before 9pm, while food and drink with high fat and sugar content will be banned from school cafeterias.

 

The advertising ban on "fast food" will take effect from 2008 and will be expanded in 2010 to include all foods containing high levels of sugar and fat. The government will determine permissible standards for fat and sugar content later on this year.

 

New rules prohibiting unhealthy foods from schools and their surrounding areas will also enter into force shortly. The relevant authorities will designate schools and areas within 200 metres of them as being Green Food Zones, in which the sale of unhealthy foods such as fast food and carbonated drinks will be banned. Elementary schools will be also required to expand education on healthy food and nutrition.

 

In September 2006, the South Korean government introduced requirements for food companies to disclose all ingredients on food packages, but restaurants were excluded. Under the new measures, major fast food restaurants will now be obliged to list ingredients and additives on food packaging, beginning in 2010.

 

The Korean Food and Drug Administration (KFDA) will also require food producers to list amounts of trans-fats on packages beginning in December 2007, aiming to reduce the amount of trans-fats to below 1 percent in all foods by 2010.

 

Lee Chang-Joon, head of the food safety bureau of the KFDA stated, "We hope that the new plan will put a stop to the increase in overweight children and relieve parents’ concerns…Children are often lured into buying unhealthy food with excessive fat and sugar due to flashy advertisements and free toys.”

 

According to government data, 17.9 percent of boys and 10.9 percent of girls in elementary schools are overweight. The figures have nearly doubled in the last three years. 

Source: Advertising Education Forum

 

Next steps:

WFA has been in contact with the South Korean National Advertiser Association to provide them with sufficient resources to defend the interests of food and beverage advertisers in the local market. WFA will report any developments on the adoption of the Government’s initiative to its members via the Responsible Advertising and Children Programme.