Tài liệu Protecting children from unhealthy food marketing docx

A British Heart Foundation and Children's Food Campaign proposal for a statutory system to regulate non-broadcast food marketing to children Protecting children from unhealthy food marketing CChhiillddrreenn’’ss FFoooodd CCaammppaaiiggnn www.childrensfoodcampaign.org.uk II Acknowledgments The conclusions in this report have been reached after a long process of discussion and consultation. Particular thanks are due to the author Richard Watts, Coordinator of the Children's Food Campaign; as well as Alex Callaghan, Yvonne Gritschneder and Ruairi O'Connor at the British Heart Foundation (BHF); Dr Mike Rayner from Sustain and Jane Landon of the National Heart Forum who formed a steering group to oversee the writing of the report. An expert seminar was held in July 2007 to discuss the current state of non-broadcast food advertising to children. The seminar was attended by: Isla Arendell, National Federation of Women's Institutes; Emma Boyland, Liverpool University; Jo Butcher, National Children's Bureau; Alex Callaghan, BHF; Gill Cowburn, BHF Health Promotion Research Group, Oxford University; Kath Dalmeny, Sustain; Sue Davies, Which?; Professor Gerard Hastings, Institute for Social Marketing, University of Stirling; Jane Landon, National Heart Forum; Dr. Tim Lobstein, International Obesity Task Force; Kirsty Schneeberger, Sustain; Professor Boyd Swinburn, Deakin University; and Richard Watts, Coordinator, Children's Food Campaign. The conclusions of this report have been shared with those who attended the seminar. Particular thanks are due to a number of interns who worked on the report: Alex Hale, Lianna Hulbert, Shaira Kadir, Kirsty Schneeberger and Harriet Smith. The report has only been possible with their help. Any mistakes in this report are, however, the sole responsibility of the author. Childhood obesity is one of the nation's most pressing public health issues. If current trends continue, best estimates suggest up to half of boys and almost a third of girls will be obese by 2050. Obese children are highly likely to become obese adults and the potential rise in cases of heart disease, type 2 diabetes and diet-related cancers would create a massive cost to the NHS, as well as huge suffering for those involved. Further action simply must be taken. Given the link between the marketing of unhealthy foods to children and poor diets amongst our nation's young, there is the strongest possible case for further action to regulate marketing of unhealthy foods to children. This goes well beyond television advertisements. Health groups have long called for a statutory system to regulate marketing of junk food to children on promotional websites, text messages, in-store placements, cinema adverts and posters - but until now, no one has set out what these arrangements might look like. I commend this report as the first serious attempt to design a truly comprehensive statutory system of regulation for non- broadcast food marketing. I very much hope that the debate it will undoubtedly stimulate will lead to action on how to control unhealthy food marketing aimed at children. Peter Hollins Chief Executive British Heart Foundation IIIProtecting children from unhealthy food marketing 1. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2. Diet-related diseases and unhealthy food marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.1 Prevalence of diet-related ill health in the UK, including childhood obesity . . . . . . . . . . . . . . . . . . . 5 2.2 The role of food promotion in making food choices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.3 Regulation of unhealthy food advertising in broadcast media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2.4 Lack of regulation of unhealthy food marketing in non-broadcast media . . . . . . . . . . . . . . . . . . . . . 8 2.5 Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3. Non-broadcast unhealthy food marketing - what the existing regulation does and does not say . 11 3.1 What regulations are currently in place - the CAP Code and others . . . . . . . . . . . . . . . . . . . . . . . . 11 3.2 What the current regulations do not cover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 3.2.1 Product-based . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 3.2.2 Promotional . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 3.2.3 Placement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 3.3 Criticisms of the current codes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 3.3.1 The language used . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 3.3.2 Definition of 'children' and 'unhealthy food' . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 3.3.3 Enforcement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 3.4 Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 4. Models of good practice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 4.1 Tobacco control in the UK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 4.2 Examples of unhealthy food marketing controls from other countries. . . . . . . . . . . . . . . . . . . . . . . 29 4.2.1 Quebec, Canada . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 4.2.2 Sweden . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 4.3 Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 IV Contents VProtecting children from unhealthy food marketing: Contents 5. How to protect children from non-broadcast marketing of unhealthy food . . . . . . . . . . . . . . . . . 35 5.1 What the rules should be. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 5.1.1 General principles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 5.1.2 Defining 'unhealthy food' . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 5.1.3 Defining 'targeted at children'. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 5.1.4 Marketing in store. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 5.1.5 Regulating websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 5.1.6 Brand advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 5.2 Legislation and enforcement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 5.2.1 The role of the ASA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 5.2.2 Proposed role of Trading Standards Offices (TSOs) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 5.3 Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 6. Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Appendices 1. The revised CAP Code . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 2. ICC International Code of Advertising Practice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 3. Draft enforcement sheet for TSOs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 VI Summary Public interest groups have long made the case that our current system of regulating non- broadcast (i.e. not on television or radio) marketing of unhealthy food to children is not adequate. This report is the first attempt in the UK to design a statutory system of regulation for non-broadcast food marketing that protects and promotes children's health. Children's dietary health, in particular childhood obesity, is widely recognised as one of our most pressing public health problems. The recent Foresight report on obesity makes grave predictions for the future state of the nation's health unless we act now. Without action, 55% of boys, and 70% of girls, could be overweight or obese by 2050 and obesity will cost the country £45 billion a year. Food advertising and marketing, which is almost always for unhealthy products, plays an important role in encouraging unhealthy eating habits in children. These habits are likely to continue into adulthood. It has been proven that advertisements affect food choices at both brand and category level i.e. a McDonald's burger advert is likely not only to make a person more likely to buy a branded McDonald's burger over another brand, but also more likely to buy a burger per se. Recent efforts have been made to restrict television advertising of unhealthy food to children. These regulations acknowledge the particular susceptibility of children to the influences of advertising. However, there are currently no legal limitations on non-broadcast marketing aimed at children. This category includes marketing through sponsorship, packaging, text messaging and the internet. This is a growing form of advertising aimed at children and its omission from statutory regulation damages the effectiveness of the system. Since there is no evidence to suggest that non- broadcast advertising marketing which targets children is any less effective than broadcast, it is inconsistent to regulate advertising of unhealthy foods on television while ignoring non-broadcast marketing aimed at children. Regulations governing broadcast and non-broadcast advertising of unhealthy food to children must be brought into line with each other. Both must reflect the need to protect children from undue pressure to choose unhealthy food over healthy food. Non-broadcast food marketing is currently subject only to voluntary codes developed and enforced by advertisers. These include the Committee of Advertising Practice (CAP) code. There are several criticisms of this self-regulatory regime: It is primarily designed to ensure advertising is "legal, decent, honest and truthful" and not to protect and promote health. The rules mostly cover only advertising in a traditional, narrow sense and ignore the wider range of techniques used to promote a product. The wording is vague and inconsistent. Enforcement is weak and retrospective and there is little incentive to comply. This report analyses legislation in Quebec and Sweden that stops the television advertising of all food to younger children. It suggests that a number of legal devices used in their legislation VIIProtecting children from unhealthy food marketing: Summary could be helpful in the UK, especially the Quebec grid that decides which advertisements should be controlled. The report also considers if there are useful legal precedents in UK legislation to control tobacco marketing. The definition of 'advertising' used in this legislation covers anything with the purpose or effect of promoting a tobacco product, which is helpful in covering the range of marketing techniques outlined in this report. This report therefore proposes a regulatory system based on the principle that individuals and organisations must not act in a way where the purpose or effect is to promote an unhealthy food product to individuals under the age of 16. This should be a statutory system enshrined in law, not a voluntary industry code. The proposed law prohibits all marketing whose purpose or effect is to promote unhealthy food to children. This covers not only traditional advertising methods but anything that acts as advertising, such as promotional websites, text messages, in-store placements and so on. The proposal would only apply to foods that are classed as 'less healthy' by the Food Standards Agency's nutrient profiling model. Less healthy food promotions would then be assessed as to whether they target children. Promotions would be assessed as low, medium or high for two criteria. The first is the extent to which the product targets children. The second is the extent to which the mechanism used to promote the product targets children. Any promotion for an unhealthy food product that is either highly targeted at children, or a promotion which is medium highly targeted at children would be restricted. Promotions assessed as medium for both product and mechanism criteria would also be restricted. This would mean that no unhealthy food product specifically aimed at children could be promoted. The report sets out definitions for the assessment of each criteria. Finally, the proposal recommends that the system is enforced by Trading Standards Officers with the support of the Food Standards Agency. We do not believe that an industry body, such as the Advertising Standards Authority (ASA), should have a role in its implementation. Adopting this system, we believe, would have a significant impact on protecting and improving the health of children in the UK. [...]... statement/statement.pdf Protecting children from unhealthy food marketing: Diet-related diseases and unhealthy food marketing 7 welcomed as a first step forward in both protecting this group from undue pressure to choose unhealthy food, and reducing the pester power experienced by parents and carers The restrictions are based on television viewers under the age of 16 and apply to unhealthy foods, showing the... of the state of diet-related ill-health among children described in this chapter there is ample evidence of the need for further action Protecting children from unhealthy food marketing: Diet-related diseases and unhealthy food marketing 9 3 Non-broadcast unhealthy food marketing - what the existing regulation does and does not say Food is promoted to children using an increasingly sophisticated array... regulating non-broadcast marketing inadequate to protect children Protecting children from unhealthy food marketing: Non-broadcast unhealthy food marketing - what the existing regulation does and does not say 25 4 Models of good practice Lessons can be learnt from the successful regulation of tobacco marketing in the UK and from examples of marketing controls from abroad Across the globe there are many different... the money spent on food promotion Protecting children from unhealthy food marketing: Non-broadcast unhealthy food marketing - what the existing regulation does and does not say 15 a food brand because they had seen it on-line or played a game about it, and over 20% go on-line to find out about their favourite foods and snacks.40 New media and websites are used to promote food to children in a wide... G, Stead M, McDermott L, et al Review of Research on the Effects of Food Promotion to Children Glasgow: University of Strathclyde Centre for Social Medicine, 2003 [www.foodstandards.gov.uk/healthiereating/promotion/ readreview] 64 www.mcdonalds.co.uk/?f=y Protecting children from unhealthy food marketing: Non-broadcast unhealthy food marketing - what the existing regulation does and does not say 23 3.3.3... near the checkouts 55 www.ofcom.org.uk/consult/condocs/foodads_new/statement/ 56 CAP Code section 47.6 Protecting children from unhealthy food marketing: Non-broadcast unhealthy food marketing - what the existing regulation does and does not say 21 With regard to the FDF's UK Food and Health Manifesto, Sustain wrote in 2005: "The FDF's Manifesto for Food and Health, published in September 2004, is another... consensus on how to control unhealthy food marketing aimed at children We would welcome stakeholder testing of the model to establish if it is, as we believe it to be, a practical way for children to be protected from unhealthy food marketing We would also welcome suggestions for changes which would make the model both easier to implement and more effective in protecting children' s health A note on... October 2007 49 Financial Times, Advertising regulator to target internet, 3 July 2007 50 From the notes accompanying the new CAP Code: www.cap.org.uk/NR/rdonlyres/D1741109-7F81-45B5-B925963D86423219/0 /Food_ Soft_Drink_Kids_final.pdf Protecting children from unhealthy food marketing: Non-broadcast unhealthy food marketing - what the existing regulation does and does not say 19 Sponsorship Sponsorship... overweight or obese by 2050 The promotion of unhealthy food has been shown to have a significant impact on children' s food choices The bombardment of messages promoting unhealthy food has contributed to a shift in the balance of children' s diets and is damaging their health, often with life-long consequences Current government regulations on marketing unhealthy foods to children do not go far enough The Ofcom... advertising of unhealthy food are welcome but exclude the television programmes most watched by children A 9pm watershed for unhealthy food advertising on TV would address this More significantly, the Ofcom restrictions do not cover many other marketing techniques used to promote unhealthy food to children, techniques which are being used more and more to increase the consumption of unhealthy foods If the . 33 IV Contents VProtecting children from unhealthy food marketing: Contents 5. How to protect children from non-broadcast marketing of unhealthy food . . of promoting food products such as packaging. 4 5Protecting children from unhealthy food marketing: Diet-related diseases and unhealthy food marketing Diet-related