Marketing to children:

Transcription

1 Marketing to children: international developments Tim Lobstein International Association for the Study of Obesity

2 Policy statements Country actions Industry actions

3 Policy statements Non-governmental organizations International governmental agencies National governments Commercial bodies

4 CI - Malaysia 2004 IACFO 2003

5 WHO 2003 some WHO 2003 some experts have suggested that the marketing of such [HFSS] foods contributes to an obesogenic environment that makes healthy food choices more difficult, especially for children.

6 The IOTF Sydney Principles Launched ICO SUPPORT THE RIGHTS OF CHILDREN. Regulations need to align with and support the United Nations Convention on the Rights of the Child and the Rome Declaration on World Food Security which endorse the rights of children to adequate, safe and nutritious food. 2. AFFORD SUBSTANTIAL PROTECTION TO CHILDREN. Children are particularly vulnerable to commercial exploitation, and regulations need to be sufficiently powerful to provide them with a high level of protection. Child protection is the responsibility of every section of society -parents, governments, civil society, and the private sector. 3. BE STATUTORY IN NATURE. Only legally-enforceable regulations have sufficient authority to ensure a high level of protection for children from targeted marketing and the negative impact that this has on their diets. Industry selfregulation is not designed to achieve this goal. 4. TAKE A WIDE DEFINITION OF COMMERCIAL PROMOTIONS. Regulations need to encompass all types of commercial targeting of children (e.g. television advertising, print, sponsorships, competitions, loyalty schemes, product placements, relationship marketing, Internet) and be sufficiently flexible to include new marketing methods as they develop. 5. GUARANTEE COMMERCIAL-FREE CHILDHOOD SETTINGS. Regulations need to ensure that childhood settings such as schools, child care, and early childhood education facilities are free from commercial promotions that specifically target children. 6. INCLUDE CROSS BORDER MEDIA. International agreements need to regulate cross-border media such as Internet, satellite and cable television, and free to-air television broadcast from neighbouring countries. 7. BE EVALUATED, MONITORED AND ENFORCED. The regulations need to be evaluated to ensure the expected effects are achieved, independently monitored to ensure compliance, and fully enforced.

7 WHO 2006 Expert consultation:...action is essential to control advertising to children

8 Kelloggs publicity in 2007

9 2007 International pledges by IFBA Coca-Cola, PepsiCo, Kellogg s etc will not market certain products to children under 12? Marketing? Products

10 2008 IASO and Consumers International

11 WHO recommendations 2010

12 UN High Level Meeting on Non- Communicable Diseases 2011 cited the WHO recommendations on food and drink marketing to children in the Political Declaration.

13 PAHO Recommendations 2012

14 Country actions Sweden, Quebec 1990s UK 2006 UK 2011 France 2005 France 2007 S Korea 2010 Ireland 2012 Chile 2012 Singapore 2012 Norway 2013? others Ban on all promotion of any product to under 12y (problems with cross-border marketing) Government ban on HFSS ads in children s TV programming Extended to media including websites Ban on vending machines in all state schools Required statements on food ads in all media Ban on EDNP foods on TV ads aimed at children Proposals similar to UK 2006 (excl. cheese) Ban on HFSS food ads legal challenge Guidelines but voluntary? Ban on HFSS ads in all media, under 18y see

15 Commercial actions World-wide Pledges to limit marketing to children Similar to CFBAI initiatives

16 Commercial actions World-wide Pledges to limit marketing to children Similar to CFBAI initiatives

17 Commercial actions World-wide Pledges to limit marketing to children Similar to CFBAI initiatives age under 12 (UK 16, Norway 18, UN Convention 18+) inconsistent definitions of foods inconsistent definitions of media

18

19 45:

20 34 children s products highly advertised 2005 Criteria permitted EU Pledges 34

21 34 children s products highly advertised 2005 Criteria permitted EU Pledges 34 UK HFSS 6 Ireland HFSS 6

22 34 children s products highly advertised 2005 Criteria permitted EU Pledges 34 UK HFSS 6 Ireland HFSS 6 Norway proposals 3

23 34 children s products highly advertised 2005 Criteria permitted EU Pledges 34 UK HFSS 6 Ireland HFSS 6 Norway proposals 3 US IAWG 2

24 34 children s products highly advertised 2005 Criteria permitted EU Pledges 34 UK HFSS 6 Ireland HFSS 6 Norway proposals 3 US IAWG 2 Danish industry forum 0 Danish Forum co-regulation not embedded in law but negotiated and overseen by tough government (already banned trans-fat, taxed sugar and saturated fat )

25 Impact of Pledge voluntary initiatives Peer reviewed papers, , non-usa. Australia: no improvement Canada: no improvement Germany: no improvement Spain: no improvement Any significant improvements? King L et al Public Health Nutr Oct 4:1-6 Potvin Kent M et al. Int J Pediatr Obes Oct;6(5-6): Effertz T et al. Public Health Nutr Aug;15(8): Romero-Fernández et al. Public Health Nutr Jul;13(7): Significant improvements reported in S Korea and UK, in limited media/ limited viewing schedules. Denmark: no data.

26 Comments for IOM meeting New consensus on junk food : HFSS foods in law in UK, EDNP foods in S Korea Danish industry forum consensus McDonald s Europe accepts UK HFSS New understanding of behavior change: Non-cognitive decision-making Marketing works at many levels Awareness/ literacy not a defense against exposure New alliances: UK Inquiry into Commercialization of Childhood Support from family groups, church and community etc

27 Thank you Tim Lobstein