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18/02/2014, 02:20
... weaklyorinconsistentlyenforced
Thisreportwillnotexploretheissuesofmonitoringandenforcement,althoughtheseare
seriousconcernsthatneedtobeaddressedbypolicymakers.Atpresent,monitoringand
complainthandlingbodiesdonotenforcecompanyledinitiatives.Alackofanindependent
complaintmechanismcanleaveconsumersfrustrated,andalackofenforcementallows
companyledinitiativestoberolledbackatanytime.Ifamonitoringandcomplaint
handlingbodywereestablisheditwouldneedtogainconsumerconfidence,forwhichit
wouldneed(a)tobetransparentinoperationwithroutineregularpublicationsoftheir
activities;(b)tobeindependentandfreefromindustryinfluence,andseentobeso;and(c)
toensurethattheirservicesareeasilyandinexpensivelyaccessedbyconsumers.Penalties
mustbecommensuratewiththesizeofthemarketingbudgetsinvolvedandwiththe
estimatedexposureofchildrentotheoffendingcommercialmessages.
Afurtherconcernistheneedtoensurethat,whateverthedifferencesindefinitionsor
approaches,allcompaniesshouldmakesomecommitmenttoofferselfrestraint.Inthe
Europeanregiononly11companieshavejoinedthescheme,alongwiththeEuropean
SnacksAssociation.Severalmajorcompanies,includingMcDonalds,KFCandHaribo,and
manysmalleronesarenotincluded.
Problemsofdefinitions
Companieschoosetherulestoimposeuponthemselves.Asaresulttherearelikelytobe
discrepanciesandinconsistencies.Hereweshalllookatsuchproblemsencounteredwithin
thepledgesandpromisesandactivitiesundertakenbycompaniesintheEuropeanUnion.
Whatageisachild?
Thetablebelowprovidesexamplesofdefinitionsoftheagerangeforchildbycompanies
participatingintheEUpledgescheme.Pleasenotethattheinterpretationofacompany
policycanbecomplex,andreadersareadvisedtocheckthecompanystatementsfor
themselves(hyperlinksareprovided).
7
Table1AgedefinitionsincompanyEUpledges(clickhyperlink for details)
Organization Age for nomarketing Age for marketingofspecifiedproducts ... 0‐12*
*≥50%ofaudiencemustbechildren;**≥35%ofaudiencemustbechildren;***≥30%ofaudiencemustbe
children.****≥25%ofaudiencemustbechildren.~unlessanadultispresent.~~unlessadults
predominate.
+
≥35% for someshowsand≥50% for others.
++
11 for printmedia,otherwise12.
Whichproductscanbepromoted?
IntheUSAalargenumberofcompany‐promotedmodelshavebeenproposed for defining
thenutritionalcriteria for foodstobemarketedtochildren
21
andasimilarproblemhas
ariseninEurope.Thenexttablegivesexamplesofnutrientmethods for definingfoodsas
suitable for marketingtochildren,asproposedbysomeofthecompaniesintheEUpledge:
Table2Company‐setcriteria for foodstheycanmarkettochildren
Company ... 15
Productdesignandpackaging
Self‐regulationgenerallydoesnotincludepackagingorproductdesignandthesecanbe
powerfulmarketingtoolstoattractpurchases.Theexamplebelowshowsaproductshaped,
flavouredandtexturedtoappealtochildreninaboxwithatie‐ingamelaunchedby
Kellogg’sonFacebookandfeaturingtheKraveKrusader(whomustovercomechallenges
andobstaclestoreachchocolate).
26
Shopdisplays
Retaildisplaysarerarelyincludedincompany‐ledself‐regulation.Aisle‐enddisplaysand
check‐outdisplaysarepremiumsitesandcanbeamajorinfluenceonspontaneous
purchasesand,especiallyinthecaseofcheck‐outdisplays,thepurchaseofanitemforced
uponaparentbychildrentakingtheproductintheirhandswhilewaitinginline.
Child‐to‐childmarketing
Peerrecommendationisastrongmotivatoramongchildrenandadolescents.Marketersare
usinganumberofmethods for encouragingchild‐to‐childmarketing,includingpaymentsto
youngpeopletomakerecommendationsandencouragementofchildrentomaketheirown
26
Seehttp://www.marketingweek.co.uk/sectors/food‐and‐drink/kellogg%E2%80%99s‐moves‐into‐
gaming/302 679 6.article
Ajunk free childhood:
Responsiblestandards for marketing
foodsandbeveragestochildren
AbriefingpaperfromTheStanMarkProjectofthe
InternationalAssociation for theStudyofObesity
PreparedbyTimLobstein,TriinParnandAngeAikenhead
StanMark...