Tài liệu A junk‐free childhood: Responsible standards for marketing foods and beverages to children doc

Ajunk‐freechildhood:
Responsiblestandardsformarketing
foodsandbeveragestochildren
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
AbriefingpaperfromTheStanMarkProjectofthe
InternationalAssociationfortheStudyofObesity
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PreparedbyTimLobstein,TriinParnandAngeAikenhead
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StanMark
Standards for Marketing to children
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Themarketingoffoodsandnon‐alcoholicbeverageswithahighcontentoffat,
sugarorsaltreacheschildrenthroughouttheworld.Effortsmustbemadeto
ensurethatchildreneverywhereareprotectedagainsttheimpactofsuch
marketingandgiventheopportunitytogrowanddevelopinanenablingfood
environment—onethatfostersandencourageshealthydietarychoicesand
promotesthemaintenanceofhealthyweight.
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DrAlaAlwan,AssistantDirectorGeneral,
WorldHealthOrganization
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StanMark
Standards for marketing to children

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TheStanMarkprojectbringstogetherresearchersandpolicy‐makerstodevelopasetofstandards
formarketingfoodsandbeveragesconsistentwiththeresolutionoftheWorldHealthAssembly.

Objectives
ConveneaseriesofmeetingsinEuropeandtheUSAtobringtogetherkeymembersofthescientific
researchcommunityandpolicy‐makingcommunitytoconsiderhowmarketingfoodandbeverages
mayaffectchildren’shealth.
Identifycurrent‘bestpractice’approachestothecontrolofmarketing,includingmeasuresnot
specificallyaddressingfood
andbeveragemarketing,ornotspecificallydirectedtotheprotectionof
children.
Exploretheuseofstandardsandmarketingcodestoinfluencecommercialactivity,including
standardsfromotherindustrialsectors.
Proposeasetofstandardstoformthebasisforacross‐bordercodeofmarketingoffoodsand
beverages.
Developweb‐basedresourcesforpolicydevelopmentconcerningfoodandbeveragemarketingto
childrenandrelatedmaterialstosupportpolicydevelopment.

Projectpartners
 InternationalAssociationfortheStudyofObesity,London,UK
 RuddCentreforFoodPolicyandObesity,YaleUniversity,NewHaven,Connectic ut,USA
 PublicHealthNutrition,MetropolitanUniversityCollege,Copenhagen,Denmark
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©IASOJune2011
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www.iaso.org
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ThisreporthasbeenproducedwiththeassistanceoftheEuropeanUnionwithinthe
frameworkofthePilotProjectonTransatlanticMethodsforHandlingGlobalChallenges.
ThecontentsofthisreportarethesoleresponsibilityofIASOandcaninnowaybetaken
toreflecttheviewsoftheEuropean
Union.


Contents
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
Summary1

1.Background3
 Policydevelopment3
 Nextsteps4

2.Company‐ledself‐regulation6
 Problemsofdefinitions6
 Whatageisachild?6
 Whichproductscanbepromoted?7
 Whichmedia?8

 Furthergapsincompany‐ledself‐regulation9
Company‐ownedwebsites9
 Socialnetworkingsites10
 Generalisedbranding11

 Schoolsandotherchildren’ssettings12
 Characterlicensingandbrandequitycharacters  13
 Productdesignandpackaging15
 Shopdisplays15
 Child‐to‐childmarketing15
 Newtechnology16

3.Proposedstandards18
 Standard1:Specifyingthe
foodsandbeverages   18
 Standard2:Agegroups18
 Standard3:Mediausedformarketingmessages  19
 Standard4:Marketingmethods19
 Standard5:Useofbrands20
 Standard6:Settingsandlocations20
 Standard7:Accountability21
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Appendix
WorldHealthOrganizationSetofRecommendationsonthe

MarketingofFoodsandNon‐alcoholicBeveragestoChildren 22
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
1

Summary

Duringthelastdecadeconsumergroups,parentsandteachers’bodies,andpublichealth
advocacyorganisationshavecalledforgreatercontrolonthemarketingoffoodsand
beveragestochildren.Anumberofauthoritativereportshavehighlightedtheneedto

restrictsuchmarketingtoensurethatchildrenarenotundulyinfluencedtoconsumefoods
highinfats,sugarandsalt.A2009reviewofregulations(thePolMarkstudy
1
)suggestedthat
successfulregulationrequiredgovernmentleadershipwithspecifiedtimelinesandclear,
measurableobjectives.In2010theWorldHealthAssemblypassedaResolutionwhichurged
memberstatestointroducecontrolsonthemarketingoffoodsandbeveragestochildren,
andissuedasetofRecommendationsidentifyingtheapproachesthatcouldbetaken
2
.

Theseincreasingcallsforactionhaveledtoaseriesofpolicyresponses,including
government‐ledvoluntaryagreementswithindustryandstatutoryregulation.Ofparticular
importanceistheresponseofleadingfoodandbeveragecompanies,whohaveproposed
theproposedaseriesofcompany‐ledpledgestoreducetheirmarketingactivitiesdirected
atchildren.Thesepledgescovertypesofmarketingpracticewhichmaylieoutsidethe
traditionalindustry‐widecodesofconductandnationalregulationsonadvertising.

However,comparisonofdifferentcompanypledgesandstatementsshowsadegreeof
inconsistency,asshowninthisreport,whichmakesevaluationoftheimpactofthepledges
hardtoassess.Furthermorethereappeartobelapsesintheadherencetothesepledges
withinEurope,andevidencethattheyarenotappliedinotherregions(givingriseto‘off‐
shore’marketingtoEuropeanchildrenviatheinternet)socallingintoquestionthe
companies’strengthofcommitment.

Inordertoassistgovernmentsandguideindustry,theStanMarkprojectundertookaseries
ofpolicyandresearchmeetingsinvolvingexpertsandofficialsfromcountriesinEuropeand
NorthAmerica,fundedunderthePilotProjectsprogrammeoftheEuropeanUnion’s
ExternalAffairsService
3

.

Fromthesemeetingsaseriesofproposalsweregeneratedandarepresentedhereforuse
byWHOmemberstategovernments.Forcross‐bordermarketingitisintendedthatthe
foodandadvertisingindustrieswillrecognisetheadvantagesofacommon,universalsetof
standardsapplicabletoallcompaniesandwhich
canprotectchildrenacrosstheglobe.

ThestandardsproposedarebasedontheWHOrecommendations,whichidentifyboth
‘exposure’and‘power’asindependentfactorsdeterminingtheeffectivenessofmarketing
messages.TheStanMarkprojectproposesthefollowing:
• Arisk‐basedapproach,allowingthepromotionoffruit,vegetablesetctochildren,
but
prohibitingthemarketingoffoodsandbeverageshighinsaturatedfat,transfat,sugars
andsalt.

1
See />2
See />3
See />2
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• Riskreduction:byreducingtheexposureandpoweroffoodmarketingmessagesseen
bychildren.
• Childrenarepersonswhohavenotyetreachedanagewhentheyarelegallyconsidered
tobecompetenttoprotecttheirownwelfare.
• Foodstobepromotedarethoseproductswhichconformtonationalandinternational
dietaryguidelinessupportingWHO’sGlobalStrategytopreventobesityandchronic
disease.
• Marketingmediaarethosewhichcarrymarketingmessages,including:packaging,
productformulationandpresentation,andsportsevents.

• Marketingtechniquesincludealltechniqueswithspecialappealtochildrenand
adolescents.
• Non‐specificbrandpromotionshouldbeassumedtobeprohibitedunlessthepromotion
isspecificallyandonlyforpermittedproducts.
• Marketinglocationsincluderetailandcateringplacesandsettingswherechildrenmay
beundulyexposed–i.e.wherechildrengather.
• Accountablebodiesarethosewitha‘dutyofcare’inthemarketingprocess,including
mediadistributors,webhostsandinternetserviceproviders.

3

1Background

Forachild,excessbodyweightisariskfactorforlateradultdisease,includingdiabetes,
heartdisease,severalmajorcancersandotherchronicdiseases.Childhoodoverweightis
associatedwithimpairedhealthduringchildhooditself,includingpsycho‐socialdistress,
increasedriskofhighbloodpressure,insulinresistanceandfattyliverdiseasewhichmay
continueuntreatedformanyyears.Onceestablished,obesityinchildren(asinadults)is
hardtoreverse.Primarypreventionisessential.

Marketingofpotentiallyunhealthyfoodproductsisrecognisedasapossiblefactorinchild
obesityandwasidentifiedasariskinanexpertreportfortheWorldHealthOrganizationin
2002
4
.SystematicreviewsconductedintheUKin2003,
5
intheUSAin2005
6
andforthe
EuropeanParliament,

7
allconcludedthat,despitesubstantialgapsintheevidence,
advertisinghadasufficienteffectonchildobesitytomeritaction.

Policydevelopment

TheissueoffoodmarketingtochildrenisnowhighonthepolicyagendainEurope.This
followsthecallforthefoodindustrytoregulateitself,issuedin2005bythenHealth
CommissionerMarkosKyprianou,andthepan‐EuropeanMinisterialCharteronObesity
agreedinIstanbul,September2006,
8
whichcalledfor“theregulationstosubstantially
reducetheextentandimpactofcommercialpromotionofenergy‐densefoodsand
beverages,particularlytochildren,withthedevelopmentofinternationalapproaches,such
asacodeonmarketingtochildreninthisarea”.

TheEuropeanCommission’s2007WhitePaperonobesitynotedtheneedforactioninthis
areaand,whilesupportingvoluntaryinitiatives,promisedareviewin2010todetermine
whetherotherapproachesarerequired.
9
TheCommission’shealthandconsumer
directorate,DGSanco,hashostedaseriesofmeetingsbetweencivilsocietyandindustry
representativesintheEuropeanPlatformonDiet,PhysicalActivityandHealthdiscussing
industryself‐regulation.In2007theWorldHealthAssemblycalledforrecommendationson
marketingtochildren,includingcross‐border
issues
10
whichwerepresentedtotheWorld
HealthAssemblyin2010.In2009,theWHOEuropeanRegionalNetworkontheProtection
ofChildrenfromMarketingPressureproposedasetofstandardsforadvertisingfoodto

children.
11


4
WHO(2002)Diet,NutritionandthePreventionofChronicDiseases.TechnicalReportSeries916.See
/>5
DoesFoodPromotionInfluenceChildren?ASystematicReviewoftheEvidenceFoodStandardsAgency,London2003.See
/>6
FoodMarketingtoChildrenandYouth:ThreatorOpportunity?Institute ofMedicine,WashingtonDC2005.
7
AdvertisingandmarketingpracticesonchildobesityDGInternalPolicies,EuropeanParliament,Brussels,2008.
IP/A/ENVI/NT/2007‐20&21.(PE400.989)
8
EuropeanCharteroncounteractingobesity,paragraph2.4.6,EUR/06/5062700/8,61995.WorldHealthOrganisation,
RegionalOfficeforEurope,2006.See />9
AStrategyforEuropeonNutrition,OverweightandObesityrelatedhealthissues.COM(2007)279Page6.Brussels.
10
ResolutionWHA60.23.WorldHealthAssemblyGeneva,2007.See
/>11
CodeonMarketingofFoodandNon‐AlcoholicBeveragestoChildren,EuropeanNetworkonreducing
marketingpressureonchildren,2009.See />4


AEuropeanParliamentaryreportintotheissuerecommendedthat,whiletheevidence
remainedcontestable,actionshouldbetakentoprotectchildrenonaprecautionarybasis,
12

andtheEuropeanParliamentin2008resolvedthatstrongermeasuresshouldbeconsidered
ifa2010‐11reviewoftheself‐regulatoryapproachshowedinadequateprogress

13
.

IntheUSAthereisrisinginterestovertheroleofindustryinpromotingpoordietsto
children,withareviewoftheissuebytheInstituteofMedicinein2004‐5
14
.Thisfollowed
actionatlocalleveltoreducethepromotionofpoordietsinschools,andareportbytheUS
GeneralAccountingOfficeonthelargenumberofmethodsusedbyfoodandbeverage
marketerstoaccesschildrenatschool.
15


Furthermovestorestrictmarketingfollowedameetingofresearchersandpolicyadvisors
heldinlateJuly2009intheWhiteHousebyMichelleObama,focussingonchildobesityand
opportunitiesforinterventions.TheUSFederalTradeCommissionpublishedawidely‐cited
reportonmarketingfoodtochildrenin2008
16
,andhasheldaseriesofconsultationson
proposedcriteriaforrestringmarketing,developedbythefederalgovernment’s
InteragencyWorkingGroup(theFTC,theUSDA,theCDCandtheFDA).
17
InMay2010the
GroceryManufacturersofAmericapledgedtocut1.5trillioncaloriesfromtheUSdietby
2015.
18
OfspecificconcernintheUSA,asitisinEurope,isthequestionofself‐regulationby
theindustryversusstatutoryregulation,withindustrypromisesbeingwatchedbytheWhite
Houseandmonitoredbyindependentagencies
19

.

Nextsteps

Recentresearchhasstrengthenedtheevidencebaseforaction,butcrucialworkonthe
impactonparticularpopulationsubgroups,suchaschildreninlowerincomefamilies,
childreninspecificculturalandethnicgroups,ornewimmigrantfamilies,needstobe
extended.Atthesametimethetechnologyforadvertisinghaschanged,withnewformsof
media(i.e.internet,cellphones)becomingavailabletolargernumbersofchildrenand
offeringlow‐cost,effectivemeansofreachingchildrendirectlyformarketingpurposes.
Furthermore,cross‐bordermarketing–e.g.usinginternet,satellite,andproductplacement
inimportedprogrammes–isnotamenabletocontrolbyasinglejurisdiction.

12
TheEffectofAdvertisingandMarketingPracticesonChildObesity.EconomicandScientificPolicy,DGInternalPolicies,
EuropeanParliament,Brussels,2008.IP/A/ENVI/ST/2007‐16.(PE393.525)
13
Item40,EuropeanParliamentresolutionof25September2008ontheWhitePaperonnutrition,overweight
andobesity‐relatedhealthissues.P6_TA(2008)0461.
14
FoodMarketingtoChildrenandYouth:ThreatorOpportunity?InstituteofMedicine,WashingtonDC2005.
15
CommercialActivitiesinSchools.USGeneralAccountingOfficeGAO/HEHS‐00‐156,2001(alsoGAO‐04‐810,
2004).
16
MarketingFoodToChildrenandAdolescents:AReviewofIndustryExpenditures,Activities,andSelf‐
Regulation:AFederalTradeCommissionReportToCongress.FederalTradeCommission,WashingtonDC,July
2008.See />17
FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples
forMarketingFoodtoChildren.See />18

See />15‐trillion‐calories‐by‐2015/
19
BlackJ,(18/05/2010)MichelleObamaapplaudsfoodindustrygroup'spledgetotrimcalories.Washington
Post.See />5

bordermarketing,usinginternet,satellite,andproductplacementinimportedprogrammes,
isnotamenabletocontrolbyasinglejurisdiction.

Inresponsetopublicconcern,civilsocietyorganisationshaveproposedstandardswhich
wouldapplytocommercialoperatorsinallcountriesandtherebyprotectchildrenwhether
ornotthelocalregulatoryenvironmentwasabletodoso.Suchstandardswouldhave
considerablemoralauthorityandwouldactasa‘soft’regulatoryprocessakintotheforms
ofgovernanceknowninEuropeastheOpenMethodofCoordination,i.e.theyrelyon
identificationofgoodandbadpracticesandpublicitytoencouragehighstandards.

InMay2010the63
rd
WorldHealthAssemblyof193governmentsendorsedasetof
recommendationsonmarketingoffoodsandnon‐alcoholicbeveragestochildrenandcalled
forinternationalactiontoreducetheimpactonchildrenofthemarketingoffoodsor
beverageshighinsaturatedortransfats,freesugarsorsalt(HSTFSS).
20
The
recommendationsformedpartoftheWorldHealthOrganization’sglobalstrategyforthe
preventionandcontrolofnon‐communicablediseases.TheAssemblyurgedmember
nationstotakeactiontoreduceboththeexposureofchildrento,andthepowerof,
marketingforsuchfoods.

However,nationalgovernmentsmaynotbeabletocontrolallthemarketingpracticesthat
influenceachild’sdiet.MarketingopportunitiesarisewhenTVchannelsarereceivedfrom

sourcesoutsidenationalboundaries,whenInternetaccessislargelyunmediated,when
sponsoredsportingeventsaretransmittedglobally,andwhenfilmsandvideogamesare
tradedacrossnationalborders.Itfollowsthatasetofuniversalstandardscanhelpto
ensurethatthemarketingofHSTFSSproductscanfullycomplywiththeWorldHealth
Assembly’srecommendations.

Universalmarketingstandardshavefurtherbenefits.Restrictedmarketingcanserveto
equalisethecompetitiveenvironmentforcompaniesofdifferentsizes.Froman
enforcementviewpoint,aset
ofuniversalstandardscansupportnationalauthorities,the
privatesectorandcivilsocietytoensurecomplianceandtorespondtoinfringements.
Further,wherenationalauthoritiesdonothavethecapacitytoensurechildrenand
adolescentsareprotectedfromlocalorcross‐bordermarketingoffoodsandbeverages,a
setofinternationally‐agreedstandardscanensureacommon,minimumlevelofprotection
foryoungpeopleinallnations.



20
WHO,2010.63
rd
WorldHealthAssembly. />en.pdf.Seealso />6


2.Company‐ledself‐regulation

Inthissectionwefocusoncompany‐ledvoluntaryinitiativeswhichseektoextendbeyond
theindustry‐widemarketingcodesandadvertisingco‐regulatorymechanisms.Weconsider
someofthemoreprominentproblemsthathavebeenencounteredwithindustry‐ledself‐
regulatoryapproaches.Theexamplesaredrawnprimarilyfromcompanyactivitiesin

Europe,althoughitshouldbenotedthatthesamecompanies’websitesinotherregionsare
easilyaccessedbyEuropeanchildren.Inthiswaycompaniescan‘off‐shore’someoftheir
marketingactivitiesdirectedtochildreninEurope.

Severalconcernsaroundself‐regulationarise.Self‐imposedrulesmaybe:
• poorlyorinconsistentlydefined
• erraticallyorinsufficientlymonitored
• weaklyorinconsistentlyenforced

Thisreportwillnotexploretheissuesofmonitoringandenforcement,althoughtheseare
seriousconcernsthatneedtobeaddressedbypolicy‐makers.Atpresent,monitoringand
complaint‐handlingbodiesdonotenforcecompany‐ledinitiatives.Alackofanindependent
complaintmechanismcanleaveconsumersfrustrated,andalackofenforcementallows
company‐ledinitiativestoberolledbackatanytime.Ifamonitoringandcomplaint‐
handlingbodywereestablisheditwouldneedtogainconsumerconfidence,forwhichit
wouldneed(a)tobetransparentinoperationwithroutineregularpublicationsoftheir
activities;(b)tobeindependentandfreefromindustryinfluence,andseentobeso;and(c)
toensurethattheirservicesareeasilyandinexpensivelyaccessedbyconsumers.Penalties
mustbecommensuratewiththesizeofthemarketingbudgetsinvolvedandwiththe
estimatedexposureofchildrentotheoffendingcommercialmessages.

Afurtherconcernistheneedtoensurethat,whateverthedifferencesindefinitionsor
approaches,allcompaniesshouldmakesomecommitmenttoofferself‐restraint.Inthe
Europeanregiononly11companieshavejoinedthescheme,alongwiththeEuropean
SnacksAssociation.Severalmajorcompanies,includingMcDonald’s,KFCandHaribo,and
manysmalleronesarenotincluded.


Problemsofdefinitions


Companieschoosetherulestoimposeuponthemselves.Asaresulttherearelikelytobe
discrepanciesandinconsistencies.Hereweshalllookatsuchproblemsencounteredwithin
thepledgesandpromisesandactivitiesundertakenbycompaniesintheEuropeanUnion.

Whatageisachild?

Thetablebelowprovidesexamplesofdefinitionsoftheage‐rangefor‘child’bycompanies
participatingintheEUpledgescheme.Pleasenotethattheinterpretationofacompany
policycanbecomplex,andreadersareadvisedtocheckthecompanystatementsfor
themselves(hyperlinksareprovided).
7


Table1AgedefinitionsincompanyEUpledges(clickhyperlinkfordetails)
Organization Agefornomarketing Ageformarketingofspecifiedproducts 
Coca‐Cola <12*
Ferrero <12*
Mars <12****
GeneralMills/CPW 0‐6 6‐12
Nestlé 0‐6~ 6‐12~~
Unilever 0‐6 6‐12**
Kellogg 0‐6* 6‐12
+

Kraft 0‐6** 6‐11/12
++
**
Danone 0‐3 3‐12*
BurgerKing  0‐12***
PepsiCo  0‐12*

*≥50%ofaudiencemustbechildren;**≥35%ofaudiencemustbechildren;***≥30%ofaudiencemustbe
children.****≥25%ofaudiencemustbechildren.~unlessanadultispresent.~~unlessadults
predominate.
+
≥35%forsomeshowsand≥50%forothers.
++
11forprintmedia,otherwise12.


Whichproductscanbepromoted?

IntheUSAalargenumberofcompany‐promotedmodelshavebeenproposedfordefining
thenutritionalcriteriaforfoodstobemarketedtochildren
21
andasimilarproblemhas
ariseninEurope.Thenexttablegivesexamplesofnutrientmethodsfordefiningfoodsas
suitableformarketingtochildren,asproposedbysomeofthecompaniesintheEUpledge:

Table2Company‐setcriteriaforfoodstheycanmarkettochildren
Company Energy
(kcal)
Total
fat
Saturated
fat
Trans
fat
Added
sodium
Added

sugar
Notes
BurgerKing
perchild’s
meal
≤560 <30%
energy
<10%energy 0g≤660mg≤10%
energy
Noartificial
colourings,
flavourings
Kelloggper
serving
≤200‐ ≤2g 0g≤230mg≤12g Exceptionsfor
waffles.
GeneralMills
perserving
withoutmilk
<175‐ ≤1.7g‐≤200mg≤12g Wholegrain≥8g;
vitamins&minerals
≥15%RDAper100g
PepsiCoper
specified
amount
≤150
(snacks)
≤35%
energy
≤10%energy <0.5g≤150mg≤10%

energy
Cholesterol≤30mg;
exceptionsforsome
products
Unilever‐‐≤13%energy
and
≤33%of
totalfat
≤2%
energy
≤1,6
mg/kcal
≤7g/100g Totalsugars≤25%
energy;exceptions
forsomeproducts

Kraft Specificcriteriafordifferentfoodgroups.
Nestlé Specificcriteriafordifferentfoodgroups.

21
BetterBusinessBureauCouncil(2008)TheChildren’sFood&BeverageAdvertisingInitiativeInAction.See
/>8


Thefollowingtablegivessomeexamplesoffoodswhichcompaniesstatetheycanmarketto
childrenaccordingtotheirownnutritionalcriteria,andtheratingofthosefoodsunder
threegovernment‐ledcategorisationsystems:theUKOfcomRegulationsforTVmarketing
tochildren,
22
theNordicKeyholeschemefordefininghealthierfoodproducts

23
andthe
proposedUSInteragencyWorkingGroupschemeforvoluntaryrestrictionsonmarketingto
children
24
.

Table3Productcomparisonsofcriteriaallowingmarketing
Companyand
Product
Company
owncriteria
Ofcom
criteria
Keyhole
criteria
Interagency
criteria
Kellogg
CocoPops Yes No No No
ChocolateKRAVE Yes No No No
Ricicles Yes No No No
RiceKrispies Yes No No No
HoneyLoops Yes No No No
GeneralMills/CerealPartners
ChocolateLuckyCharms Yes No No No
Nestlé
Nesquikcereals Yes No No No
Chocapic Yes No No No
Cookiecrisp Yes No No No



Whichmedia?

Companiesdifferintheextentoftheircoverageforself‐regulatingtheirmarketing
messagestochildren,withsomeincludingproductplacement,useoflicensedcharacters
andtheirownbrandedsitesinthedefinitionofmarketing.Thedefinitionofwhat
constituteschild‐targetedmediavaries:forexampleNestlé
25
definesmarketingtochildren
asbeing‘amarketingactivitywhereadultsupervisionisnotpresent’andcommunicationin
media‘whereadultaudienceisnotpredominant’.

Thetablebelowshowssomeexamplesofthecoverageofcompanypledgesacrossmedia
includedunderself‐regulation.Notethatforsomemediathecompanies
imposecertain

22
UKOfficeofCommunications(Ofcom)2007.See
/> />ldren/nutlab/nutprofmod
23
DevelopedbytheSwedishNationalFoodAdministrationtodefinehealthierfoodproducts,andnowusedin
Sweden,NorwayandDenmark.See />andsee />keyhole‐food
24
FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples
forMarketingFoodtoChildren.See />25
See />%20EU%20Pledge%20Nestle%20Commitment.pdf
9

criteriaonthepercentageoftheaudiencethatmustbecomprisedofchildreninorderfor

self‐regulationtobeapplicable–furtherdetailsareshowninTable1above.

Table4Companystatementsofmediaincludedinself‐regulation
Company TV,radio

Printed
media
Paidfor
adson
internet
Product
placement
Interactive
games
Licensed
characters
Coca‐Cola Yes Yes Yes Yes Yes Yes
Danone Yes Yes Yes No No Yes
Ferrero Yes Yes Yes No No No
PepsiCo Yes Yes Yes Yes No No
Nestlé Yes Yes Yes No No No
Kellogg Yes Yes Yes Yes Yes Yes
Kraft Yes Yes Yes No No Yes
Unilever Yes Yes Yes Yes Yes Yesin2012
BurgerKing Yes Yes Yes No No No
Mars Yes Yes Yes Yes Yes Yes





Furthergapsincompany‐ledself‐regulation

Thissectionprovidessomeexamplesofadditionalconcernsraisedduringthisinvestigation.
Theexamplespicturedaretakenfromwebsitesactiveandavailableduringtheperiod
January‐June2011.

Company‐ownedwebsites

Whilemostcompaniesacknowledgetheneedtocontroladvertisingtochildrenusingpaid‐
foradvertisingonthird‐partysites,companiesdonotusuallyincludetheirownweb‐sites,
whichtheyseeaseditorialratherthanadvertising.Althoughsomegovernment‐approved
codes(e.g.theUKCAPCode)includecompany‐ownedsites,mostindustry‐wideadvertising
regulationsinEuropeancountriesdonot,andindustry‐ledpledgesgenerallydonotorare
ambiguousaboutwhattheyconsider‘advertising’ontheirownwebsites.Manycompanies
usetheirownsitestoattractchildrenwithgames,puzzles,clubsanddownloadablegifts,or
offerbrandedproductswhichchildrenmaypestertheirparentstobuy.

ExamplesbelowshowNesquikchildren’sgamesonacompany‐ownedsiteandanexample
ofM&Mspromotions(someareasofthesiteaskiftheviewer‘sageisabove12years).

10





Socialnetworkingsites

Thereisalsoa‘grey’areaconcerningtheusebycompaniesofthird‐partysocialnetworking
sitessuchasFacebooktopromotechild‐attractiveactivitieswithfood‐relatedbranding.An

exampleoftheuseofFacebookisshownbelow:

11



Generalisedbranding

Companiesdonotusuallyincludeintheirself‐regulationanycontrolsonthebrandingof
non‐foodproductswithfood‐relatedbrandidentities.Althoughcarryingnospecific
marketingmessage,theassociativeeffectcanbeapowerfulmarketingtool.

Theexamplebelowshowsaproductlikelytoappealtochildrenbrandedwithanimage
stronglyassociatedwithsweetenedbreakfastcereal(Kellogg’sFrosties)andlicensedby
ownerforuseontheproduct.


12


Schoolsandotherchildren’ssettings

Companiesmayallowthemselvestomarketinschoolsandotherplaceswherechildren
gather.Thiscantaketheformofbrandedgoodsandequipmentortheactivepromotionof
samplesandbrandedgiftsinschoolsettings.Indirectuseofschoolssettingsmaybefound
whenTVadvertisementsuseschoolsaslocationsforfilmingtheiradvertising.

Theexamplebelowshowsaplayareaforchildrensponsoredbyachocolatecompany
ownedbyNestléinGenevaairport(whichthecompanyhassinceacknowledgediscounter
toNestlépolicies)andtheuseofclassroomsettingsforTVadvertisinglocations(notin

Europe).



13


Characterlicensingandbrandequitycharacters

Althoughsomecompanieshaveagreedtoreducetheuseoflicensedcharacters(e.g.film
tie‐inssuchasShrekandToyStory)otherscontinuetousesuchmarketingdevices.
Examplesbelowshowlicensedcharactersfromfilms(Rio,Thor,KungFuPanda)usedto
promoteproductshighinsugarsorfats.NotethatKungFuPandaisbeingusedby
McDonald’s,acompanythathasnotjoinedtheEUpledgescheme.




14



Inaddition,mostcompaniesstillpermitthemselvestousecharacterswhichtheyownand
havedevelopedwiththeirbrands(knownasbrand‐equitycharacters),suchasQuikythe
bunny(Nesquik)andTonytheTiger(Frosties).OthersincludeUnileverWalls‘Maxthelion’
(seepicturebelow).



15



Productdesignandpackaging

Self‐regulationgenerallydoesnotincludepackagingorproductdesignandthesecanbe
powerfulmarketingtoolstoattractpurchases.Theexamplebelowshowsaproductshaped,
flavouredandtexturedtoappealtochildreninaboxwithatie‐ingamelaunchedby
Kellogg’sonFacebookandfeaturingtheKraveKrusader(whomustovercomechallenges
andobstaclestoreachchocolate).
26





Shopdisplays

Retaildisplaysarerarelyincludedincompany‐ledself‐regulation.Aisle‐enddisplaysand
check‐outdisplaysarepremiumsitesandcanbeamajorinfluenceonspontaneous
purchasesand,especiallyinthecaseofcheck‐outdisplays,thepurchaseofanitemforced
uponaparentbychildrentakingtheproductintheirhandswhilewaitinginline.

Child‐to‐childmarketing

Peerrecommendationisastrongmotivatoramongchildrenandadolescents.Marketersare
usinganumberofmethodsforencouragingchild‐to‐childmarketing,includingpaymentsto
youngpeopletomakerecommendationsandencouragementofchildrentomaketheirown

26
See />gaming/3026796.article

16

promotionalmaterialsfordistribution,e.g.onsocialmedianetworks.Self‐regulation
generallydoesnotcoverchild‐to‐childmarketing.

Examplesbelowshowbrand‐owned,child‐attractivewebsitesaskingchildrentosendemail
messagestotheirfriendsaboutthewebsite.NotethatHaribohasnotjoinedtheEUpledge
scheme.






Newtechnology

Methodsformarketingtochildrenarerapidlyevolving,andmanyaredesignedtoby‐pass
parentsorenhancechild‐to‐childmarketing.In2007KFC’sadvertisingagencyengineereda
TVcommercialcontaininghigh‐pitchednoiseswhichonlyyoungpeoplearelikelytohear–
17

andfollowedthisupwithawebsiteofferingfreemealvoucherstothosewhocanidentify
thepointintheadvertisementwhenthenoiseoccurred.
27


Morerecently,MicrosoftannouncedtechnologytoallowX‐Boxplayerstousevoicecontrols
duringgamingwhichwouldforwardadvertisingmessagestotheirfriend’sphoneswhenever
marketingpromotionswerepresentinthegame.
28







27
EBlass />commercial/
28
TVega,NewYorkTimes20June2011.See
/>
18

Proposedstandards

Asnotedearlier,theobjectiveofuniversalstandardsistoinstituteruleswhichachieve
maximumprotectionwhileremainingpracticalandeconomicalinapplication.Althoughit
couldbeproposedthatchildrenshouldnotbeexposedtoanymarketing,thepresent
documenttakesa‘risk‐based’approachtoreducingexposuretothemarketingoffoodand
beverageproductswhoseregularconsumptionisliabletoincreasetheriskofnon‐
communicablediseases.

Furthermore,itisimportanttoidentifyexamplesofhighstandardsforcross‐border
marketingwhichhavebeenproposedasaresultofconsensus‐buildingbyreputable
agencies,thusindicatingthatsuchstandardsarefeasible,practicalandeconomical.

Inthissectionweproposestandardsbasedonaresponsibleapproachtomarketingonthe
understandingthatchildrenshouldnotbesubjectedtoinducementstoconsumeproducts
which,ifconsumedroutinely,arelikelytobedetrimentaltotheirhealth.Whereavailable
weshowexamplesoftheuseofsimilarstandardsinothersectors.


Standard1:Specifyingthefoodsandbeverages

Issue:Thepromotionofsomefoodsandbeveragescanunderminechildren’sdietaryhealth.

Proposal:Riskreductionmeanspromotingonlythosefoodandbeverageproductswhich
conformtonationaldietaryguidelinesandinternationalstandardssupportingtheWHO
GlobalStrategyonDiet,PhysicalActivityandHealth
29
.

Ahighstandard:Foodandbeveragesshouldbecategorisedaccordingtoavalidated
nutrientprofilingsystem.ExamplesmayincludetheUKOfcommodelusedtoregulate
advertisingontelevision,
30
theNordicKeyholefoodcategorisationmodel,
31
ortheproposals
fromtheUSInteragencyWorkingGroup
32
.

Standard2:Agegroups

Issue:Somemarketingworksbelowconsciouscontrol.Evenwhenchildrenandadolescents
areawareofmarketing,theymaybetrustinganduncriticalofthemessages.Medialiteracy
doesnotreducemarketingmessageimpact.

Proposal:Riskreductionmeanspromotingonlytothosepersonswhohavereachedanage
whentheyarelegallyconsideredtobecompetentenoughtoprotecttheirownwelfare.


29
WorldHealthOrganization,2004See
/>30
UKOfficeofCommunications(Ofcom)2007.See
/> />ldren/nutlab/nutprofmod
31
See />32
FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples
forMarketingFoodtoChildren.See />19

Permittedtargetagegroupsshouldbesignificantlyolderthanthisinor dertoavoid
appealingtoyoungerages.

Ahighstandard:Theageorlegalmajorityisdeterminedbylocallegislation.Permitted
targetagegroupsshouldbesignificantlyabovetheminimumlegalage:anexampleisthe
banontargetingalcoholicbeveragestopeopleunderage25requiredbyFacebookinIndia
andSweden.
33
Forfoodandbeverages,theUKOfcomregulationsapplyduringtelevision
programmeswhichappealtochildrenunderage16.

Standard3:Mediausedformarketingmessages

Issue:Childrenhaveaccesstoawiderangeofmedia.Inaddition,cross‐bordermedia
servicesarenoteasilycontrolledbythejurisdictionintheterritorywherethemessageis
received.

Proposal:Riskreductionmeansincludingallmediawhichcarrymarketingmessagesaswell
asthosewhichcrossnationalborders

(e.g.Internet,satelliteandcableTV,andexportedTV
programmes,films,games,toysandotherproducts).Foodpackaging,formulationand
presentationareincluded,asaresponsoredsportseventsandproductplacements.

Ahighstandard:Acomprehensiveapproachassumesallmediaunlessspecifically
exempted.Mediabroadcastacrossseveraltimezonesshouldbe
assumedtoreachchildren
andadolescents.ExamplesfromothersectorsincludeFacebook,whichprohibitstobacco
andgamblingmarketingandrestrictsalcoholmarketing.
34
Fortobacco,theFramework
ConventiononTobaccoControlprovidesacomprehensivedefinition:‘allformsof
commercialcommunication,recommendationoractionandanyformofcontributiontoan
event,activityorindividual’.
35


Standard4:Marketingmethods

Issue:Mostmarketingworksbelowconsciousawareness,andchildreninparticularmaybe
vulnerabletomarketingmessagesofspecialappealtothem.Manymarketingmethodsfall
outsidecurrentadvertisingregulations.

Proposal:Riskreductionmeansexcludingtechniqueswithspecialappealtochildrenand
adolescents.Thisincludestheuseofcartooncharacters,
animation,celebrities,sports
personalities,andthecolouring,shapinganddesignofproductsandpackaginglikelytohave
aparticularappealtochildrenandadolescents.

Ahighstandard:Acomprehensiveapproachacknowledgesthatchildrenandadolescents

areexposedtomanymarketingmessages,includingthosedesignedtoattractthemand
thosedesignedtotargetnon‐childaudiences.Fortobacco,theFrameworkConvention
36

coversactionswhichhavethe‘aim,effect,orlikelyeffectofpromotingatobaccoproductor

33
 />34
 />35
 />36
 />20

tobaccouseeitherdirectlyorindirectly’.Itspecifiesall‘advertising,promotionand
sponsorship’.Forbreast‐milksubstitutes,theInternationalCode
37
specifiesthatcontrols
applyto‘productpromotion,distribution,selling,advertising,productpublicrelations,and
informationservices’.Thesephrasescanbeadaptedwiththeadditionof‘abletoinfluencea
child’.

Standard5:Useofbrands

Issue:Productsandmediamaycarryabrandidentityforacompanylinkedtofoodor
beverageproductswithoutspecifyingafoodorbeverageorgivinganexplicitmarketing
message.

Proposal:Riskreductionmeansbrandswithrecognisablelinkstofoodandbeverage
productsneedtobetreatedasiftheywerepromotingthefoodorbeveragetowhichthey
areassociated.


Ahighstandard:Acomprehensiveapproachrestrictstheuseofbrandpromotionlikelyto
influencechildrenwhenthatbrandhasarecognisableassociationwithfoodanddrink
productssubjecttomarketingrestrictions.Wherebrandslinktomultipleproducts,the
assumptionshouldbethatthebrandispromotingthemostfamiliarorhighestsellingofits
products.ProposalsfromtheAustralianObesityPolicyCoalitionsuggestthatbrandsshould
berestrictedunlesstheyarebeingusedinapromotionforahealthyfoodproductor
range.
38
‘Brand’meansthenameofafoodorbeverageproductorrangeofproducts,orthe
manufacturerordistributorthereof,oranyotherwords,designsorimagesthatareclosely
associatedwithsuchproducts.

Standard6:Settingsandlocations

Issue:Authoritiesresponsibleforstandardswherechildrenaregathered,suchasschools
andchildcarefacilities,haveadutytoensurethatnothingprejudicesachild’swellbeing.

Proposal:Riskreductionmeansthatallsettingswherechildrengathershouldbefreefrom
thepromotionofspecifiedfoodandbeverages,includingbrands,logos,vouchersandgifts
associatedwithsuchproducts.

Ahighstandard:Acomprehensiveapproachavoidstheneedtospecifyeverypossible
setting.TheWHORecommendationsstate“settingsinclude,butarenotlimitedto,
nurseries,schools,schoolgroundsandpre‐schoolcentres,playgrounds,familyandchild
clinicsandpaediatricservices,andduringanysportingandculturalactivitiesthatareheld
onthesepremises”.
39
Foralcohol,theCityofSanDiego,California,adoptedanordinancein
October2000whichprohibitsadvertisingalcoholonanybillboardwithin1,000feetofany


37
 />38
 />39
 />21

school,playground,recreationcentreorfacility,childcarecentre,arcade,orlibrary.
40
There
arealsomanyexamplesoflocation‐basedtobaccocontrols.
41


Standard7:Accountability

Issue:Marketingmessagesareproducedanddistributedbydiversestakeholdersincluding
foodproducers,manufacturers,importersorsellers,advertisingagencies,media
companies,mediadistributorsandretailers,webcontenthosts,webaccessprovidersand
websearchengines.

Proposal:Riskreductionrequiresthatadutyofcareandattentiontotheprotectionof
childrenandadolescentsshouldbeexercisedbyallpartiesinthedisseminationof
marketingmessages.

Ahighstandard:Acomprehensiveapproachwouldholdallpartiesinvolvedinconveyinga
marketingmessagetobeaccountable.Forsponsorshipmediathisincludessportsevent
hosts.Forpromotionaltechniquesembodiedinafoodproductthis
includesimporters,
retailersandcaterers.Cross‐bordermarketingstandardsneedtobeenforceablethrough
internationalagreementswithsanctions.Examplesofpossiblestandard‐settingmechanisms
includeWHOhealthregulations,ISOstandardsandCodexAlimentariusstandards.



40
 />shelters‐and
41
 />22

Appendix

WorldHealthOrganization

SetofRecommendationsontheMarketingofFoodsandNon‐alcoholic
BeveragestoChildren
42




Rationale

1. The policy aim should be to reduce the impact on children of marketing of foods
high in saturated fats, trans-fatty acids, free sugars, or salt.

2. Given that the effectiveness of marketing is a function of exposure and power, the
overall policy objective should be to reduce both the exposure of children to, and
power of, marketing of foods high in saturated fats, trans -fatty acids, free sugars, or
salt.

Policy development

3. To achieve the policy aim and objective, Member States should consider different
approaches, i.e. stepwise or comprehensive, to reduce marketing of foods high in
saturated fats, trans -fatty acids, free sugars, or salt, to children.

4. Governments should set clear definitions for the key components of the policy,
thereby allowing for a standard implementation process. The setting of clear
definitions would facilitate uniform implementation, irrespective of the implementing
body. When setting the key definitions Member States need to identify and address
any specific national challenges so as to derive the maximal impact of the policy.

5. Settings where children gather should be free from all forms of marketing of foods
high in saturated fats, trans -fatty acids, free sugars, or salt. Such settings include, but
are not limited to, nurseries, schools, school grounds and pre-school centres,
playgrounds, family and child clinics and paediatric services and during any sporting
and cultural activities that are held on these premises.

6. Governments should be the key stakeholders in the development of policy and
provide leadership, through a multi-stakeholder platform, for implementation,
monitoring and evaluation. In setting the national policy framework, governments
may choose to allocate defined roles to other stakeholders, while protecting the public
interest and avoiding conflict of interest.


42
Fulldocumentavailableat />