BRUSSELS March 9-10th 2011

Transatlantic action to regulate food and beverage marketing to children

International Association for the Study of ObesityStanMark

• Aim: to support EU policy makers and researchers

• Reviews of policy and research

• Development of advocacy tools

• Proposal: high standards for cross-border marketing

STANMARKStandards for Marketing food and beverages to children

StanMark

• Aim: to support EU policy makers and researchers

• Reviews of policy and research

• Development of advocacy tools

• Proposal: high standards for cross-border marketing

STANMARKStandards for Marketing food and beverages to children

StanMark

World Health AssemblyMay 2010

Recommendations

Need for country collaboration on cross-border marketing

StanMark

Cross-border marketing –beyond jurisdictionbeyond control?

• Satellite and cable TV channels • Internet access• Sponsored sporting events • Imported films, TV shows, videogames

Common international standards to assist compliance with the WHO recommendations.StanMark

Cross-border standards• Help to protect children where authorities

have difficulty enforcing local controls.

• Help international agencies monitor compliance.

• Help companies plan international strategies and campaigns

• Help to equalise the competitive environment for companies of different sizes.

Practical, economical, feasible – risk-based approach StanMark

WHO Recommendations

Risk from the marketing of foods and beverages high in saturated fat, trans fat, sugars and salt…

… and risk from the exposure to marketing messages, and the power of those messages.

Risk reduction: reduce exposure and power of marketing messages for those foods seen by children

StanMark

ISSUES:

What is a ‘child’?

Which media need to be included?

Ads targeting children or seen by children?

Which food products to include and exclude?

How should standards be monitored and enforced?

Who is accountable?StanMark

StanMark

StanMark

ISSUE:

What is a ‘child’?

Risk reduction: …persons who have not yet reached an age when they are legally considered to be competent to protect their own welfare.

In practiceUK Ofcom: TV advertising to children under 16Alcohol: Facebook: not to persons under 25StanMark

ISSUE:

Which foods and beverages?

Risk reduction: …promote only those products which conform to national and international dietary guidelines supporting WHO’s Global Strategy to prevent obesity and chronic disease.

In practiceUK Ofcom: FSA nutrient profiling system, reviewed and

found ‘fit for purpose’, validated for UK dietary patternsUS: Interagency Group proposals (?)Norway: Keyhole products (?)StanMark

ISSUE:

Which media?

Risk reduction: …all media carrying marketing messages across national borders. Includes packaging, formulation and presentation of products crossing borders. Includes sports events and celebrities.

In practiceTobacco FCTC: ‘all forms of commercial communication……and any form of contribution to an event, activity or individual’StanMark

ISSUE:

Which marketing methods?

Risk reduction to reduce power of messages: … all techniques with special appeal to children and adolescents.

In practiceIreland: restrictions on the use of celebrities etcAlcohol - UK TV and websites: no actors aged under 25StanMark

ISSUE:

Which settings?

Risk reduction to reduce exposure:

… settings where children gather, where authorities are in loco parentis, where authorities set an example of good practice.

In practiceSchool food criteria (UK, USA etc)Cross-border: e.g. ski-schools, holiday campsStanMark

Coca-Cola Pledge 2008:

No advertising to children under 12

Italy, March 2009

StanMark

StanMark

ISSUE:

Who is accountable?

Risk reduction:

… a ‘duty of care’ by all participants in the marketing process, including media distributors, web hosts, service providers...

In practiceSoft: Open Method of Coordination (name and shame)Hard: Sanctions – e.g. through WHO health regulations?

International Standards Organization?Codex?

StanMark

ISSUE:

Brands?

Risk reduction:

… avoid mixed messages given by brand names with mixed portfolios of products

In practiceAustralian OPC: assume names, trade marks, designs etc

are not permitted unless a healthy product range is the dominant feature of the advertisement.StanMark

Summary points- Responsible marketing means marketing to the highest standards of health protection and health promotion

- Cross-border standards support all member states implementing the WHO recommendations, and make international monitoring simpler

- Cross border standards will equalise competition and potentially assist SMEs

Thank youStanMark