London, Tues 17 June 2008 – Parents are supporting the Government’s intended plans to change whether parents are told if their child is obese, but want the plans to go even further than those currently proposed.
In a study of Child Obesity to be launched next week by Havas media agency MPG, 9-in-10 parents (89%) believe the government should actively tell parents if their child is obese. This is in line with present government intensions.
However, 7-in-10 parents (72%) believe parents should NOT be allowed to opt out of being told if their child is obese. Currently, the government is planning to allow parents the chance to opt out from receiving their child’s results.
As part of the government’s National Child Measurement Programme (NCMP), every year, children in Reception and Year 6 are weighed and measured during the school year to allow analysis of trends in growth patterns and obesity. Currently, to get their child’s results, parents need to request them (ie. actively “opt in”). The Government intends to change legislation so that parents receive their child’s results, regardless of their weight, unless the parents request not to receive the results (ie. actively “opt out”).
Current government policy is also out of line with parents’ beliefs on the use of Body-Mass Index (BMI) guidelines. The MPG research shows that parents agree by 3-to-1 that new parents should be given BMI guidelines for their children (52% agree; 17% disagree). Currently, the Department of Health does not include BMI guidelines with the information it gives to new parents.
The Child Obesity study also includes much qualitative feedback from parents on government plans for telling parents if their child is obese.
MPG head of insight Denise Turner explains: “In the study, those parents who agree with the government, state that parents need to know the harm they are doing to their children while they still have time to do something about it. They also feel that that being forced to be told could actually help parents who might find it hard to broach the subject with their child.â€
She continues: “Conversely, parents against the proposals stated that their personal freedoms were being compromised by government intervention and that the ‘labeling’ of children could put them under even more social pressure.â€
MPG is the media agency of Havas, one of the world’s biggest global marketing communications groups. The research was conducted as part of MPG’s Fabric research panel. More than 3000 responses have been collected from the recruited Fabric panel since it was launched in the spring of 2007.
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For further information please contact:
Neil Beston
Propeller Communications
T: 0870 066 4608
E: [email protected]
More about Fabric research:
The recruited research panel is made up of approx 500 people – 100 families, each consisting of two adults, either married or co-habiting, and up to four children. Besides being notable for its size and scope, Fabric employs the latest communications techniques of social media to gather information from the households. Each has a webcam and participates in moderated video webchats live from their kitchen tables or living room sofas. A specially-created blog allows them to post comments when they wish or in response to questions from MPG.
The research is designed to get under the skin of the lifestyle habits, preferences and purchasing of a group that accounts for a huge slice of Britain’s consumer spending – families.
MPG regularly conducts a fresh wave of research and these involve both quantitative and qualitative questioning. The Fabric panel allows MPG to get people’s views on issues as they happen and discuss with them to dig deeper into their motives and reasoning. People in general are skeptic of research: so it’s better to engage them in an ongoing two-way dialogue like this in their homes and build trust over time.
About MPG:
MPG (UK) clients include: Magners, BBC, Camelot, P&O Ferries, Nationwide, The Conservative Party, AXA Sun Life, EDF Energy, Ask.com, De Agostini, Gucci, YSL, Pioneer and National Express Group.
Internationally, MPG, the world’s fastest growing media network, has grown from 9 markets in 1999 to 105+ markets in 2007, increasing its worldwide coverage (measured in terms of advertising investment) from 67% in 1999 to 93% in 2003 (Recma report data). Its ability to deliver world-class global insights and intelligence for consumer behaviour has been rated as A+ by Industry body Recma (2007).
