... TheStanMarkprojectbringstogetherresearchers and policy‐makerstodevelopasetof standards for marketing foods and beveragesconsistentwiththeresolutionoftheWorldHealthAssembly.ObjectivesConveneaseriesofmeetingsinEurope and theUSAtobringtogetherkeymembersofthescientificresearchcommunity and policy‐makingcommunitytoconsiderhow marketing food and beveragesmayaffectchildren’shealth.Identifycurrent‘bestpractice’approachestothecontrolof marketing, includingmeasuresnotspecificallyaddressingfood and beverage marketing, ornotspecificallydirectedtotheprotectionofchildren.Exploretheuseof standards and marketing codestoinfluencecommercialactivity,including standards fromotherindustrialsectors.Proposeasetof standards toformthebasis for across‐bordercodeof marketing offoods and beverages.Developweb‐basedresources for policydevelopmentconcerningfood and beverage marketing tochildren and relatedmaterialstosupportpolicydevelopment.Projectpartners ... Standard3:Mediaused for marketing messages 19 Standard4: Marketing methods19 Standard5:Useofbrands20 Standard6:Settings and locations20 Standard7:Accountability21AppendixWorldHealthOrganizationSetofRecommendationsonthe Marketing ofFoods and Non‐alcoholicBeveragestoChildren ... The marketing offoods and non‐alcoholicbeverageswithahighcontentoffat,sugarorsaltreacheschildrenthroughouttheworld.Effortsmustbemadetoensurethatchildreneverywhereareprotectedagainsttheimpactofsuch marketing and giventheopportunitytogrow and developinanenablingfoodenvironment—onethatfosters and encourageshealthydietarychoices and promotesthemaintenanceofhealthyweight.DrAlaAlwan,AssistantDirectorGeneral,WorldHealthOrganization17 and followedthisupwithawebsiteofferingfreemealvoucherstothosewhocanidentifythepointintheadvertisementwhenthenoiseoccurred.27Morerecently,MicrosoftannouncedtechnologytoallowX‐Boxplayerstousevoicecontrolsduringgamingwhichwouldforwardadvertisingmessagestotheirfriend’sphoneswhenever marketing promotionswerepresentinthegame.2827EBlasshttp://www.engadget.com/2007/04/11/kfc‐ad‐agency‐strikes‐again‐with‐mosquito‐tone‐commercial/28TVega,NewYorkTimes20June2011.Seehttp://www.nytimes.com/2011/06/21/business/media/21xbox.html?_r=2&ref=media18Proposed standards Asnotedearlier,theobjectiveofuniversal standards istoinstituteruleswhichachievemaximumprotectionwhileremainingpractical and economicalinapplication.Althoughitcouldbeproposedthatchildrenshouldnotbeexposedtoany marketing, thepresentdocumenttakesa‘risk‐based’approachtoreducingexposuretothe marketing offood and beverageproductswhoseregularconsumptionisliabletoincreasetheriskofnon‐communicablediseases.Furthermore,itisimportanttoidentifyexamplesofhigh standards for cross‐border marketing whichhavebeenproposedasaresultofconsensus‐buildingbyreputableagencies,thusindicatingthatsuch standards arefeasible,practical and economical.Inthissectionwepropose standards basedonaresponsibleapproachto marketing ontheunderstandingthatchildrenshouldnotbesubjectedtoinducementstoconsumeproductswhich,ifconsumedroutinely,arelikelytobedetrimentaltotheirhealth.Whereavailableweshowexamplesoftheuseofsimilar standards inothersectors.Standard1:Specifyingthefoods and beveragesIssue:Thepromotionofsomefoods and beveragescanunderminechildren’sdietaryhealth.Proposal:Riskreductionmeanspromotingonlythosefood and beverageproductswhichconformtonationaldietaryguidelines and international standards supportingtheWHOGlobalStrategyonDiet,PhysicalActivity and Health29.Ahighstandard:Food and beveragesshouldbecategorisedaccordingtoavalidatednutrientprofilingsystem.ExamplesmayincludetheUKOfcommodelusedtoregulateadvertisingontelevision,30theNordicKeyholefoodcategorisationmodel,31ortheproposalsfromtheUSInteragencyWorkingGroup32.Standard2:AgegroupsIssue:Some marketing worksbelowconsciouscontrol.Evenwhenchildren and adolescentsareawareof marketing, theymaybetrusting and uncriticalofthemessages.Medialiteracydoesnotreduce marketing messageimpact.Proposal:Riskreductionmeanspromotingonlytothosepersonswhohavereachedanagewhentheyarelegallyconsideredtobecompetentenoughtoprotecttheirownwelfare.29WorldHealthOrganization, 2004 Seehttp://www.who.int/entity/dietphysicalactivity/strategy/eb11344/strategy_english_web.pdf30UKOfficeofCommunications(Ofcom)2007.Seehttp://stakeholders.ofcom.org.uk/consultations/foodads_new/statement/ and seehttp://collections.europarchive.org/tna/20100927130941/http://food.gov.uk/healthiereating/advertisingtochildren/nutlab/nutprofmod31Seehttp://www.slv.se/en‐gb/Group1/Food and Nutrition/Keyhole‐symbol/32FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples for Marketing FoodtoChildren.Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm19Permittedtargetagegroupsshouldbesignificantlyolderthanthisinor...