EU Pledge: next steps. EU Platform for Action on DPAH Stephan Loerke 9 March 2017

Transcription

1 EU Pledge: next steps EU Platform for Action on DPAH Stephan Loerke 9 March 2017

2 Previous commitment New commitment (since 1 Jan 2017) 1. EXTENSION OF SCOPE TV, print, 3rd party Internet & companyowned websites TV, radio, print, cinema, online (incl. companyowned websites), DVD/CD-ROM, direct marketing, product placement, interactive games, mobile and SMS marketing Enhanced commitment 2. ADDRESSING CREATIVE EXECUTION Address creative execution on company-owned websites Marketing communications for products that do not fulfill the common nutrition criteria should not designed to appeal primarily to children under 12 by way of marketing techniques used (e.g. licensed characters, movie tie-ins and celebrities) and overall creative execution.

3 Guidance for: Implementation Guidance to reduce the grey areas TV & radio advertising Print & 3rd party internet advertising Company-owned websites & company-owned social media profiles Cinema & movies on DVD/CD-ROM Interactive games & apps Direct marketing Product placement Available on the EU Pledge website

4 Is the commercial communication primarily appealing to <12s? Reducing Check list Does the marketing communication: have an age-screening/parental consent mechanism? feature licensed characters, games, animation, music/sound effects and/or toys used as premiums? use language/text/navigation other aspects of design clearly intended to make the marketing communication(s) appealing primarily to <12s Overall appraisal

5 Reducing TV & Radio No advertising of products that do not meet common nutrition criteria/all products (depending on company policy) during programmes with an audience profile of >35% children <12 Media planners/buyers should apply a safety margin, based on the historical audience of a programme/media channel. If in doubt, do not place spots in/around said programme/media channel.

6 Reducing Print & 3 rd party online advertising No advertising for non-compliant products in print media or third-party websites that are targeted at <12s Media buyers use local guidance based on print title readership data and net ratings where available

7 Reducing Company-owned websites and social media profiles Company owned websites and social media profiles which promote non compliant products cannot be designed to appeal primarily to <12s; This rule also applies to social media networks that do not allow <12s (e.g. Facebook); In addition, companies should not create social media profiles for products which do not meet the nutrition criteria on any social media networks for <12s.

8 Reducing Cinema and movies No commercial communications for non-compliant products during or around movies primarily targeted at <12s This means movies rated U or PG ; For movies released locally the decision should be based on guidance by media sales houses and/ or movie producers; Primary target audience indicated for the purpose of licensing/merchandising related to the movie should also be considered.

9 Interactive games & apps Marketing communications for non-compliant products should not feature in interactive games (whether online or not) primarily targeted at <12s. Reducing Computer and video games with the PEGI labels 3 and 7 fall under this definition; For non-pegi-rated games or companies games/apps, the Guidance on Creative Execution must be used to ensure the game is not primarily appealing to <12s.

10 Reducing Direct marketing No promotion for products which do not meet the EU Pledge common nutrition criteria directly to <12s; e.g. through , telemarketing, mobile, SMS or direct mail and other forms of direct promotions.

11 Reducing Product placement Audiovisual content: In accordance with EU law member companies will not engage in any product placement in children s programming, as defined at national level Other editorial content: In addition, member companies should not actively seek to place noncompliant products in other editorial content aimed at children under 12 in exchange of payment or other promotional consideration

12 Launch of an accountability ( complaints ) mechanism Key principles Increasing transparency Enable members of the public to submit complaints on basis of EU Pledge; External experts to review, provide opinion and advice for corrective action; Response to complainant within set timeframe; Sanctions for failure to comply. Timeline Under development. Objective: complete by end-2017.

13 Agreed changes effective as of end 2018 Evolving common nutrition criteria Potato chips Extruded/pelleted snacks 10% sodium reduction (end 2019) Seeds & nuts 10% sodium reduction Meal sauces 10% sodium reduction + 10% sugar reduction Dairy products other than cheeses Cheese Savoury dairy-based products Cereal and cereal products except breakfast cereals, biscuits and fine bakery wares 10% sugar reduction + sodium reduction (from 300 to 160mg) 5% sodium reduction 10% sodium reduction Meals 10% sugar reduction Soups 10% sodium reduction + 10% sugar reduction

14 EU Pledge: Common framework of minimum rules for leading companies across the EU; Extending reach of the EU pledge to local players National Pledges: Bring in more local players, e.g. Belgium, Portugal, Greece, Hungary and Switzerland; Local codes of conduct: Extend commitments locally through national codification into local advertising standards, e.g. Poland, Netherlands, Romania.