CHILDREN’S ADVERTISING CODE
Phase 3 Consultation Document 2004.

Submission by the Dental Health Foundation, Ireland.

The Dental Health Foundation in general welcomes the draft children’s advertising code as outlined in the Phase 3 Consultation Document 2004. 
However there are two areas that the Foundation is concerned to respond with our view, namely
5 General Safety and in particular  5.1.3.

The Foundation welcomes and supports the points made in this section, but wishes to make the BCI aware of the importance of ‘Mouth guards’ and helmets as a safety devise, for children engaging in contact sports.  Trauma to teeth happens due to falls, fights, sports, bullying and accidents.  One in five children in European countries have broken teeth (Honkala E. 2000) and in Ireland, the prevalence of trauma to the front teeth has not improved since 1984.  It is substantially higher in the Republic of |Ireland compared with Northern Ireland and forty per cent of trauma remains untreated.(Whelton,H et al 2003)
Due to the fact that these injuries occur mainly following an accident during normal everyday activity, prevention is difficult.  However, wearing of mouth guards and helmets during organised contact sports will reduce the likelihood of fracturing a tooth, preventing unnecessary trauma and long term expensive treatments needs.  
References

Honkala, E. (2000) “Making Health Gains – A Case in Oral Health” Page 147 In the Evidence of Health Promotion effectiveness, Shaping Public Health in a New Europe 
Report for the European Commission by the International Union for Health Promotion and Evaluation

Children’s Oral Health in Ireland 2002, Preliminary Report 2003, co-ordinated by the WHO Collaborating Centre for oral Health Services Research, University College, Cork.

7. Diet and Nutrition, 7.4

The Foundation strongly disagrees with the section to include a toothbrush symbol.  There is no evidence to show a toothbrush symbol will promote or protect the oral health of children in the advertising of confectionery to children.  
It is recommended that a warning sign/symbol replace this proposed ‘toothbrush symbol’ and carried upon all advertising of confectionery products to children including soft drinks. The warning should address the frequent consumption of sugary foods and drinks particularly by young children, which can be harmful to teeth. This is of critical importance as the results of the National Survey of Oral Health Promotion in Ireland 2002 reported that amongst Irish adults there is a complete absence of knowledge of the harmful effects on oral health of the frequency of sugary food and drinks consumption. This included people with special needs. This warning message would support the views expressed by the Food Safety Authority of Ireland in relation to the role of soft drinks consumption and childhood obesity (May 2004) and the Food and Nutrition Guidelines for Pre-school Services published by the Health Promotion Unit, Department of health and Children. (April 2004) this approach would support public policy on oral health promotion in Ireland most especially as tooth decay continues to be a very common childhood disease.(UCC 2003)

To conclude the Dental Health Foundation would welcome the opportunity to work with the Broadcasting Commission of Ireland in drafting the appropriate warning symbol for section 7, 7.4 of the draft advertising code.

References:

Review of Oral Health Promotion and Education in Ireland 2002, National University of Ireland, Galway
.
Food and Nutrition Guidelines for Pre-School Services, Health Promotion Unit, Department of Health and Children, April 2004.

The World Oral Health Report 2003 published by the World Health Organisation 2003

Children’s Oral Health in Ireland 2002, Preliminary Report 2003, co-ordinated by the WHO Collaborating Centre for oral Health Services Research, University College, Cork.