STATUS OF FORUM OF RESPONSIBLE FOOD MARKETING COMMUNICATION 2014

Transcription

1 Forum of Responsible Food Marketing Communication STATUS OF FORUM OF RESPONSIBLE FOOD MARKETING COMMUNICATION 2014 Danish Food and Drink Federation in the Confederation of Danish Industries Danish Chamber of Commerce Federation of Retail Grocers in Denmark Association for the hotel, restaurant and tourism industry in Denmark Danish Brewers Association Association of Danish Advertisers Creativity and Communication, the Danish Association of Communication and Creative Agencies Association of Danish Media TV2 DANMARK

2 The Forum of Responsible Food Marketing Communication was established in 2008 with the purpose of ensuring that children are not exposed to marketing of products with a high content of sugar, fats and salt. The purpose of this report is to present the results the Forum of Responsible Food Marketing Communication has achieved since then. We are happy to be able to state that the task we set ourselves has been a success. The code we developed is being observed and we are continuing discussions on how self-regulation can be developed so, among other things, it is in step with developments in the media landscape. To a large extent the positive results can be attributed to the high level of participator involvement, where the partners continuously develop cooperation and take responsibility for following-up on possible violations. The commitment of the partners has demonstrated that a voluntary code can achieve the same results as a legislative ban on food advertisements aimed at children. In this brochure the Forum s way of working is presented, and the results of the surveys the partnership has carried out with a view to documenting the effect of the Code are described. You can read more about the Forum of Responsible Food Marketing Communication and the code we work from on (English). Enjoy reading! Forum of Responsible Food Marketing Communication 2

3 Contents How the Code of Responsible Food Marketing Communication Works....4 Division of roles...4 How the work is organized....5 Involvement creates commitment....5 Results....6 No commercials in children schedules on TV2...6 Food advertisements in printed media....7 Food advertisements on the Internet and in social media....8 Media agencies knowledge of the Code...9 The Partnership Group Conclusion

4 How the Code of Responsible Food Marketing Communication Works The Forum of Responsible Food Marketing Communication serves to ensure focus on the marketing of foods with a high content of sugar, fats and salt in all stages of the marketing process across children s media. This includes, but is not limited to, commercials on TV, the internet, in magazines, mobile services and social media which are aimed at children under the age of 13. Self-policing on the part of the parties involved is an integral part of the code. Division of roles: It is the advertisers in the Danish Food and Drink Federation in the Confederation of Danish Industry, the Danish Chamber of Commerce, the Association for the hotel, restaurant and tourism industry in Denmark, the Danish Brewer s Association, the Danish Advertisers Association, and the Federation of Retail Grocers in Denmark who bear the responsibility to oversee that foods with a high content of sugar, fats or salt are not marketed in children s media. The responsibility extends throughout the whole marketing process, from concept and advertisement development to the implementation of the marketing plan. The Danish advertisement and media agencies are aware of the Code and members of the Danish Association of Communication and Creative Agencies are provided with guidance on the Code and have the opportunity to send in a commercial or an advertisement for assessment by the organization if they are uncertain whether or not it complies with the Code. Furthermore, knowledge of the Code is an integral part of their accreditation by the association. TV2 and the Association of Danish Media bear the responsibility for assessing whether a given media can be defined as children s media in accordance with the Code criteria. With regard to TV2 this happens through an electronic booking system, whose goal is to hinder commercials for foods with a high content of sugar, fats or salt being aired around children s programming. All members of the Forum carry out regular spot checks of food advertisements in children s media, and are obliged to react if they discover any violations of the Code. Furthermore, they work actively to spread awareness of the Code through seminars, campaigns, etc. Since 2013 representatives from the Ministry of Food, Agriculture and Fisheries in Denmark have taken on the role of observer in the Forum. 4

5 How the work is organized The members of the Forum of Responsible Food Marketing Communication meet 2 3 times a year to discuss development in the area, coordinate activities and evaluate potential violations. The meetings are coordinated by the secretariat, which are also responsible for maintaining the partnership website, where you can read about the code and notify potential violations. A representative for each of the participating organizations attends the meetings. Once a year, there is participation from the authorities in the role of observer. Ongoing activities in the participating organizations ensure attention on the Code of Responsible Food Marketing Communication, evaluating and following-up on whether the Code is being observed. In the case of potential violations, the companies and media involved are contacted so they can be stopped. Involvement creates commitment The commitment of the partners in the Code is maintained through their day-to-day involvement; their ongoing endeavors to spread knowledge of the Code, for example through workshops and campaigns, and their ongoing monitoring of the advertising picture and their responsibility for following-up on whether the Code is being observed. The fact that they have themselves been involved in developing the frames of the code and the fact that they decide on an ongoing basis whether any changes to them are necessary also rank high in importance. 5

6 Results Since the Code for Responsible Food Marketing Communication was signed, advertisements for food products with a high content of sugar, fats and salt have practically disappeared in children s media. This means that the Code is being observed. No commercials in children schedules on TV2 Ongoing figures for the number of commercials in children schedules on TV2 show a drastic fall in the number of commercials after the Code was signed. Whereas there were nearly 1500 commercials aimed at children in 2007, there were only eight in 2013 (Figure 1). The same results appear, if you measure the development in the number of children who saw the commercials mentioned. A closer examination of the eight commercials shown shows that they were broadcast immediately before the adult schedules and are the result of different definitions of children schedules by TV2 and Gallup TV-meter. The consequence is that there has not been any advertising of food products covered by the Code of Responsible Food Marketing Communication. See Figure 2. Both when it concerns chocolate, soft drinks, desserts and ice-cream, bread, cakes etc., licorice, pastilles and wine gums as well as dairy products, the number of commercials has largely disappeared. Figure 1 Food commercials in children schedules at TV2 Number of spots (Children aged 3-11) Source: Gallup TV-meter 6

7 Figure 2 Development in the number of commercials in selected categories Number of spots (Children aged 3-11) Dairy products Licorice, pastilles and wine gums Desserts and ice-cream Chocolate Bread, cakes etc. Soft drinks Source: Gallup TV-meter TV2 is the only TV channel financed by commercials that broadcasts from Denmark. Other channels broadcast from outside Denmark, for example from England, and are covered by the country of origin principle in the Audio Visual Media Services Directive. However, there is nothing to indicate that advertising for food products covered by the Code takes place in these media. Food advertisements in printed media A corresponding account of advertisement numbers in printed media parallel to the one Gallup makes on TV does not exist. Therefore the trade association Danish Media carry out sample surveys of food advertisements in Danish newspapers and children s magazines. In the autumn half-term holiday in 2013 they did not find a single violation of the code in the printed media. Newspapers In connection with school holidays, newspapers may have supplements aimed specifically at children. In the survey, only the newspaper Weekendavisen had a supplement on activities in the autumn half-term break, but there was no advertising of food products covered by the Code in it. The few articles in the other newspapers which dealt with the half-term break were not aimed at children specifically but at their parents with reviews of activities, arrangements etc. Neither did these newspapers contain advertisements for food products covered by the Code. Magazines The sample checks showed that there was not a single advertisement for food products in children s magazines. The advertisements appearing in the magazines advertised subscription offers, diverse apps to the media in question and other children s media from the same 7

8 publisher as well as computer games and new films, which were aimed at children of the age group in question. Food advertisements on the Internet and in social media Both the Association of Danish Media and the Food and Drink Federation in the Confederation of Danish Industry have examined the spread of food advertisements on the Internet. In the autumn of 2013, the Association of Danish Media looked at websites related to specific children s magazines or specific children s games sites, while in 2012 the Food and Drink Federation examined the food producers own websites and related games sites. In four cases, advertisements were found where it was questionable whether they were in accordance with the Code. Subsequent contact with the companies resulted in the advertisements being removed. Websites related to food producers The survey covers websites of all the Food and Drink Federation s member companies, including specific brand and product websites. Each individual website was examined with a view to uncovering the presence of advertisements in those parts of the websites which could be referred to as children s media. In three cases, it was assessed that the Code was being violated because com- 8

9 pany products were being advertised in games aimed at children under the age of 13. The companies were contacted and subsequently removed the games referred to. Websites associated with children s media By far the majority of websites aimed at children under the age of 13, and where the greatest time spent on children s sites typically occurs, are characterized by the fact that users log in to make use of the service. This helps the service ensure that the food products referred to are not advertised to children under the age of 13. Examination of the websites showed that there was a single website where a violation may have taken place. The advertisement was placed in the beginning of a games app, which could be accessed from the website. Showing of the advertisement was connected with the behavior of the computer which was made use of in the survey. As the computer used in the survey had adult behavior, it is not possible to determine whether the advertisement would also have been shown if the computer had had child behavior. The follow-up illustrates some of the challenges that may be involved in the monitoring of electronic media. The same applies to foreign Internet sites like Facebook. However, in most of these media children covered by the Code are not allowed to create a profile, Furthermore, they are not in the first language of the children. Media agencies knowledge of the Code The trade association Creativity & Communication examined media agencies knowledge of the Code of Responsible Food Marketing Communication in the period They showed thorough knowledge of the Code of Responsible Food Marketing Communication in line with other relevant legislation. All respondents were acquainted with the Code of Responsible Food Marketing Communication, and 82 per cent experienced that advertisers are interested in observing the voluntary code. Instruction in the Code now forms part of the certification scheme which Creativity and Communication have developed for their members. By the Spring of 2014, 32 out of 114 member companies had gained certification. In the market you see, a number of games and apps which have a short life and which in their free version are financed by advertisements. They are difficult to monitor. As food producers and advertisers are committed to the Code through their respective organizations, these media are covered by the Code. 9

10 The Partnership Group The partnership group in the Forum must always reflect the players who influence food marketing in children s media. In that way, children are best protected from being exposed to marketing of food products with a high content of sugar, fats and salt. We have approached both the Danish Agriculture and Food Council and Dansk Reklamefilm A/S ( Danish Commercials Ltd ) to get them involved. Unfortunately, up to now, they have both refused participation. Looking forward, we will continue the dialogue on their possible participation, just as we will seek dialogue with other relevant organizations, for example those with influence on electronic media and games development. In 2013, the Association for the hotel, restaurant and tourism industry in Denmark chose to become a full member of the Forum of Responsible Food Marketing Communication. At the same time, a number of media organizations merged and became the Association of Danish Media which means that the Code now covers a broader selection of media organizations. In addition, since 2013, food authorities in Denmark have chosen to have observer status in the Forum of Responsible Food Marketing Communication. The Forum of Responsible Food Marketing Communication is now working on developing an annual cycle for the joint work, including the future evaluation of the effect of the Code. 10

11 Conclusion Since the Forum of Responsible Food Marketing Communication was established and the Code was signed in 2008, the number of advertisements for food products with a high content of sugar, fats and salt has fallen markedly, so that today there are virtually no advertisements for food products in children s media. Through ongoing evaluation of whether the Code is being observed, the involved players have been made aware of violations and have reacted by removing the advertisements. The positive results over the last six years can be attributed to the high level of participation, where the partners continuously develop cooperation. The commitment of the partners has demonstrated that a voluntary code can achieve the same results as a legislative ban on food advertisements aimed at children. The Forum works to ensure that the partnership group composition is continually adjusted so that it always involves the players who have influence on whether the Code is observed. The Forum also works to ensure documentation of result. 11

12 Forum of Responsible Food Marketing Communication Forum of Responsible Food Marketing Communication Phone: (+45)