The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the...
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![Page 1: The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the food industry Belinda Reeve.](https://reader031.fdocuments.in/reader031/viewer/2022032704/56649d5a5503460f94a3aa33/html5/thumbnails/1.jpg)
The food pyramidmeets the regulatory pyramidObesity prevention and responsiveregulation of the food industry
Belinda Reeve
![Page 2: The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the food industry Belinda Reeve.](https://reader031.fdocuments.in/reader031/viewer/2022032704/56649d5a5503460f94a3aa33/html5/thumbnails/2.jpg)
The advertised diet
• Sugary breakfast cereal• Soft drinks• Savory snacks • Confectionary• Fast food
http://www.paulspond.com/hugesmile/newspyramid.html
![Page 3: The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the food industry Belinda Reeve.](https://reader031.fdocuments.in/reader031/viewer/2022032704/56649d5a5503460f94a3aa33/html5/thumbnails/3.jpg)
Premium offers
![Page 4: The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the food industry Belinda Reeve.](https://reader031.fdocuments.in/reader031/viewer/2022032704/56649d5a5503460f94a3aa33/html5/thumbnails/4.jpg)
Responsive regulation: the regulatory pyramid
Adapted from Ayres and Braithwaite (1992)
![Page 5: The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the food industry Belinda Reeve.](https://reader031.fdocuments.in/reader031/viewer/2022032704/56649d5a5503460f94a3aa33/html5/thumbnails/5.jpg)
Regulation of children’s television advertising
![Page 6: The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the food industry Belinda Reeve.](https://reader031.fdocuments.in/reader031/viewer/2022032704/56649d5a5503460f94a3aa33/html5/thumbnails/6.jpg)
Children’s Television Standards 2009
• Apply during, before and after C and P programs designed specifically for children
• Prohibit advertising that is misleading, deceptive or untruthful
• Establish restrictions on scheduling and frequency and content
• Restrict marketing practices including premium offers, prizes, use of characters
![Page 7: The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the food industry Belinda Reeve.](https://reader031.fdocuments.in/reader031/viewer/2022032704/56649d5a5503460f94a3aa33/html5/thumbnails/7.jpg)
Industry Codes of Practice
• Commercial Television Industry Code of Practice, AANA Code of Ethics, Code for Advertising and Marketing Communicationsto Children, Food and Beverages Code
• Adopt CTS prohibitions and restrictions • Extend them to all broadcasts and all
advertisements ‘directed to children’ • Advertisers must not promote an inactive lifestyle
or unhealthy eating or drinking habits
![Page 8: The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the food industry Belinda Reeve.](https://reader031.fdocuments.in/reader031/viewer/2022032704/56649d5a5503460f94a3aa33/html5/thumbnails/8.jpg)
Responsible Marketing Children’s Initiative
• Prohibits advertising of certain foods to children under 12 unless promoting health dietary choices/healthy lifestyle
• Companies to voluntary comply with set of principles and restrictions on marketing techniques
• Companies to develop and implement Company Action Plans
![Page 9: The food pyramid meets the regulatory pyramid Obesity prevention and responsive regulation of the food industry Belinda Reeve.](https://reader031.fdocuments.in/reader031/viewer/2022032704/56649d5a5503460f94a3aa33/html5/thumbnails/9.jpg)
Responsive regulation’s limitations
• Cannot help with industry-specificscheme design problems – For example: limited scope of CTS
• Does not question presumption ofself/co-regulation– Can self-regulatory regimes ever effectively
control children’s food advertising?
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Conclusions
• Proposed regulation of television food is co-regulation with background threat of government intervention
• Responsive regulation can be used to further refine the scheme
• But cannot deal with scheme’s specific ‘content’ problems
• Most important problem is that the scheme’s goal does not fit with reducing food advertising