Thousands of head teachers are boycotting a promotional campaign by UK confectionery company Cadbury that offers sports equipment in exchange for chocolate wrappers.
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The scheme, which was launched last month with the backing of the government’s minister for sport, has already received intense criticism from food watchdog The Food Commission.
Letters about the scheme were reportedly sent to schools with the aim that the schools would pass the information on to parents. Many head teachers, however, have refused to do so.
“Parents and governors are very concerned at promotions like this and at those for crisps because the products are very high in fat,” John Dunford, the general secretary of the Secondary Heads Association, was quoted by BBC News Online as saying.
“Many heads will not circulate this material because they recognise the contradiction between educating children about healthy eating and promoting Cadbury’s chocolates,” he added.
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By GlobalDataCadbury has stood by its scheme, saying it does not encourage children to eat more chocolate but rather it allows the wider community to help schools gain much needed sports equipment. The company said that of the approximately 22,000 schools eligible for the scheme, around 4,000 have already registered.
“This is a genuine attempt to tackle the problem of childhood inactivity,” a spokesman for Cadbury was quoted by the BBC as saying.
“There is a very generous redemption – 15 pence in every pound spent on chocolate. The scheme was developed with the Youth Sports Trust – a very respected charity.”
