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... 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).
... 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 ... 5
bordermarketing,usinginternet,satellite,andproductplacementinimportedprogrammes,
isnotamenabletocontrolbyasinglejurisdiction.
Inresponsetopublicconcern,civilsocietyorganisationshaveproposedstandardswhich
wouldapplytocommercialoperatorsinallcountriesandtherebyprotectchildrenwhether
ornotthelocalregulatoryenvironmentwasabletodoso.Suchstandardswouldhave
considerablemoralauthorityandwouldactasa‘soft’regulatoryprocessakintotheforms
ofgovernanceknowninEuropeastheOpenMethodofCoordination,i.e.theyrelyon
identificationofgoodandbadpracticesandpublicitytoencouragehighstandards.
InMay2010the63
rd
WorldHealthAssemblyof193governmentsendorsedasetof
recommendationsonmarketingoffoodsandnon‐alcoholicbeveragestochildrenandcalled
for internationalactiontoreducetheimpactonchildrenofthemarketingoffoodsor
beverageshighinsaturatedortransfats, free sugarsorsalt(HSTFSS).
20
The
recommendationsformedpartoftheWorldHealthOrganization’sglobalstrategy for the
preventionandcontrolofnon‐communicablediseases.TheAssemblyurgedmember
nationstotakeactiontoreduceboththeexposureofchildrento,andthepowerof,
marketing for suchfoods.
However,nationalgovernmentsmaynotbeabletocontrolallthemarketingpracticesthat
influenceachild’sdiet.MarketingopportunitiesarisewhenTVchannelsarereceivedfrom
sourcesoutsidenationalboundaries,whenInternetaccessislargelyunmediated,when
sponsoredsportingeventsaretransmittedglobally,andwhenfilmsandvideogamesare
tradedacrossnationalborders.Itfollowsthatasetofuniversalstandardscanhelpto
ensurethatthemarketingofHSTFSSproductscanfullycomplywiththeWorldHealth
Assembly’srecommendations.
Universalmarketingstandardshavefurtherbenefits.Restrictedmarketingcanserveto
equalisethecompetitiveenvironment for companiesofdifferentsizes.Froman
enforcementviewpoint,aset
ofuniversalstandardscansupportnationalauthorities,the
privatesectorandcivilsocietytoensurecomplianceandtorespondtoinfringements.
Further,wherenationalauthoritiesdonothavethecapacitytoensurechildrenand
adolescentsareprotectedfromlocalorcross‐bordermarketingoffoodsandbeverages,a
setofinternationally‐agreedstandardscanensureacommon,minimumlevelofprotection
for youngpeopleinallnations.
20
WHO,2010.63
rd
WorldHealthAssembly.http://apps.who.int/gb/ebwha/pdf_files/WHA63/A63_R14‐
en.pdf.Seealsohttp://www.who.int/dietphysicalactivity/publications/recsmarketing/en/index.html
...