MINISTER FOR Communications Éamon Ryan has blamed "unacceptably high levels" of sugar and fat in some children's breakfast cereals for contributing to obesity and diabetes levels in the State.
Responding to research by the Consumers' Association of Ireland (CAI) on children's breakfast cereals, the Minister said the health effects of such high-sugar foods was costing both the person and the State a huge amount.
Children were particularly vulnerable to advertising of the types of food that can cause long-term harm, he said.
The Minister's proposals to ban advertising of junk food move a step closer this week when the Broadcasting Bill comes before the Dáil for consideration. It provides for a newly-constituted Broadcasting Authority of Ireland to draw up codes aimed at prohibiting advertising to children of foods high in salt, sugar and fat.
Mr Ryan said studies in Sweden and elsewhere had shown that children younger than 12 do not distinguish properly between advertising and other programming on television.
"Television advertisements are extremely powerful for children at this tender age and they can set the habits or the addictions of a lifetime. I am pleased that in Government I have the opportunity to do that which I had long called for in Opposition - protect our children and our nation's health."
The CAI research showed that popular children's cereals contain up to 40 per cent sugar.
It also revealed that some cereals contain more fat and/or sugar than the same product sold in other countries.
Kellogg's Coco Pops Coco Rocks contained almost 9 per cent fat in Ireland, for example, but only 1.3 per cent fat when sold in Australia and New Zealand. Rice Krispies were found to contain 13 per cent sugar here, but only 10 per cent in other countries surveyed. Fat levels in this product were 1 to 1.3 per cent in Ireland, but only 0.7 per cent in the US, Australia and New Zealand.
The Irish Breakfast Cereal Association insisted their products provided the best breakfast option for supplying vitamins and minerals to children. About a quarter of Irish children's requirements for these nutrients came from fortified breakfast cereals.
Spokeswoman Dr Louise Sullivan said industry provided enormous choice for consumers, with low sugar or salt and no sugar or salt options available to suit all preferences.
In addition, the sector had actively promoted open and clear labelling so that families and parents were fully informed on the content of their products.
"Regardless of the fat or sugar content, breakfast cereals remain a low fat, low calorie breakfast option for adults and children - not to mention the enormous benefits that fortification provides.
"Parents must remember this when making choices for their children."
Muesli manufacturer Kelkin said the survey highlighted the lack of guidelines on acceptable levels of ingredients such as sugar and fat in food products.
