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

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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.
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
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,
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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.
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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
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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.
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

4
WHO(2002)Diet,NutritionandthePreventionofChronicDiseases.TechnicalReportSeries916.See
http://whqlibdoc.who.int/trs/WHO_TRS_916.pdf
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DoesFoodPromotionInfluenceChildren?ASystematicReviewoftheEvidenceFoodStandardsAgency,London2003.See
http://www.food.gov.uk/news/newsarchive/2003/sep/promote
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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)
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EuropeanCharteroncounteractingobesity,paragraph2.4.6,EUR/06/5062700/8,61995.WorldHealthOrganisation,
RegionalOfficeforEurope,2006.Seehttp://www.euro.who.int/Document/E89567.pdf.
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
http://apps.who.int/gb/ebwha/pdf_files/WHA60/A60_R23‐en.pdf
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CodeonMarketingofFoodandNon‐AlcoholicBeveragestoChildren,EuropeanNetworkonreducing
marketingpressureonchildren,2009.Seehttp://www.helsedirektoratet.no/marketing
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

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,
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
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
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.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.
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

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
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,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.
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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http://www.ftc.gov/opa/2008/07/foodmkting.shtm
17
FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples
forMarketingFoodtoChildren.Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm
18
Seehttp://www.gmaonline.org/news‐events/newsroom/gma‐statement‐regarding‐hwcf‐pledge‐to‐reduce‐
15‐trillion‐calories‐by‐2015/
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BlackJ,(18/05/2010)MichelleObamaapplaudsfoodindustrygroup'spledgetotrimcalories.Washington
Post.Seehttp://www.washingtonpost.com/wp‐dyn/content/article/2010/05/17/AR2010051703895.html
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).
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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.http://apps.who.int/gb/ebwha/pdf_files/WHA63/A63_R14‐
en.pdf.Seealsohttp://www.who.int/dietphysicalactivity/publications/recsmarketing/en/index.html
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
http://www.bbb.org/us/storage/16/documents/CFBAI/ChildrenF&BInit_Sept21.pdf
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
http://stakeholders.ofcom.org.uk/consultations/foodads_new/statement/andsee
http://collections.europarchive.org/tna/20100927130941/http://food.gov.uk/healthiereating/advertisingtochi
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http://www.slv.se/en‐gb/Group1/Food‐and‐Nutrition/Keyhole‐symbol/
andseehttp://www.norden.org/en/news‐and‐events/news/first‐anniversary‐nordic‐consumers‐want‐more‐
keyhole‐food
24
FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples
forMarketingFoodtoChildren.Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm
25
Seehttp://www.conar.org.br/html/livro/REF49NESTLE%20‐
%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
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Generalisedbranding
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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.
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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.
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