... NoWhichmedia?Companiesdifferintheextentoftheircoverage for self‐regulatingtheir marketing messages to children, withsomeincludingproductplacement,useoflicensedcharacters and theirownbrandedsitesinthedefinitionof marketing. Thedefinitionofwhatconstituteschild‐targetedmediavaries: for exampleNestlé25defines marketing to children asbeing a marketing activitywhereadultsupervisionisnotpresent’ and communicationinmedia‘whereadultaudienceisnotpredominant’.Thetablebelowshowssomeexamplesofthecoverageofcompanypledgesacrossmediaincludedunderself‐regulation.Notethat for somemediathecompaniesimposecertain22UKOfficeofCommunications(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/nutprofmod23DevelopedbytheSwedishNationalFoodAdministration to definehealthierfoodproducts, and nowusedinSweden,Norway and Denmark.Seehttp://www.slv.se/en‐gb/Group1/Food and Nutrition/Keyhole‐symbol/ and seehttp://www.norden.org/en/news and events/news/first‐anniversary‐nordic‐consumers‐want‐more‐keyhole‐food24FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples for Marketing Food to Children. Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm25Seehttp://www.conar.org.br/html/livro/REF49NESTLE%20‐%20EU%20Pledge%20Nestle%20Commitment.pdf StanMark Standards for marketing to children TheStanMarkprojectbringstogetherresearchers and policy‐makers to develop a setof standards for marketing foods and beverages consistentwiththeresolutionoftheWorldHealthAssembly.ObjectivesConvene a seriesofmeetingsinEurope and theUSA to bringtogetherkeymembersofthescientificresearchcommunity and policy‐makingcommunity to considerhow marketing food and beverages mayaffect children shealth.Identifycurrent‘bestpractice’approaches to thecontrolof marketing, includingmeasuresnotspecificallyaddressingfood and beverage marketing, ornotspecificallydirected to theprotectionof children. Exploretheuseof standards and marketing codes to influencecommercialactivity,including standards fromotherindustrialsectors.Propose a setof standards to formthebasis for a cross‐bordercodeof marketing of foods and beverages. Developweb‐basedresources for policydevelopmentconcerningfood and beverage marketing to children and relatedmaterials to supportpolicydevelopment.Projectpartners ... der to avoidappealing to youngerages. A highstandard:Theageorlegalmajorityisdeterminedbylocallegislation.Permittedtargetagegroupsshouldbesignificantlyabovetheminimumlegalage:anexampleisthebanontargetingalcoholic beverages to peopleunderage25requiredbyFacebookinIndia and Sweden.33 For food and beverages, theUKOfcomregulationsapplyduringtelevisionprogrammeswhichappeal to children underage16.Standard3:Mediaused for marketing messagesIssue: Children haveaccess to a widerangeofmedia.Inaddition,cross‐bordermediaservicesarenoteasilycontrolledbythejurisdictionintheterritorywherethemessageisreceived.Proposal:Riskreductionmeansincludingallmediawhichcarry marketing messagesaswellasthosewhichcrossnationalborders(e.g.Internet,satellite and cableTV, and exportedTVprogrammes,films,games,toys and otherproducts).Foodpackaging,formulation and presentationareincluded,asaresponsoredsportsevents and productplacements. A highstandard: A comprehensiveapproachassumesallmediaunlessspecificallyexempted.Mediabroadcastacrossseveraltimezonesshouldbeassumed to reach children and adolescents.ExamplesfromothersectorsincludeFacebook,whichprohibitstobacco and gambling marketing and restrictsalcohol marketing. 34 For tobacco,theFrameworkConventiononTobaccoControlprovides a comprehensivedefinition:‘allformsofcommercialcommunication,recommendationoraction and anyformofcontribution to anevent,activityorindividual’.35Standard4: Marketing methodsIssue:Most marketing worksbelowconsciousawareness, and children inparticularmaybevulnerable to marketing messagesofspecialappeal to them.Many marketing methodsfalloutsidecurrentadvertisingregulations.Proposal:Riskreductionmeansexcludingtechniqueswithspecialappeal to children and adolescents.Thisincludestheuseofcartooncharacters,animation,celebrities,sportspersonalities, and thecolouring,shaping and designofproducts and packaginglikely to have a particularappeal to children and adolescents. A highstandard: A comprehensiveapproachacknowledgesthat children and adolescentsareexposed to many marketing messages,includingthosedesigned to attractthem and thosedesigned to targetnon‐childaudiences. For tobacco,theFrameworkConvention36coversactionswhichhavethe‘aim,effect,orlikelyeffectofpromoting a tobaccoproductor33http://www.insidefacebook.com/2010/10/08/alcohol‐advertisement‐guidelines/34http://www.facebook.com/ad_guidelines.php35http://www.who.int/fctc/guidelines/article_13.pdf36http://www.who.int/fctc/guidelines/article_13.pdf ... Standard2:Agegroups18 Standard3:Mediaused for marketing messages 19 Standard4: Marketing methods19 Standard5:Useofbrands20 Standard6:Settings and locations20...