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18/02/2014, 02:20
... Newtechnology16
3.Proposedstandards18
Standard1:Specifyingthe
foods and beverages 18
Standard2:Agegroups18
Standard3:Mediaused for marketingmessages 19
Standard4:Marketingmethods19
... No
Whichmedia?
Companiesdifferintheextentoftheircoverage for self‐regulatingtheirmarketing
messagestochildren,withsomeincludingproductplacement,useoflicensedcharacters
and theirownbrandedsitesinthedefinitionofmarketing.Thedefinitionofwhat
constituteschild‐targetedmediavaries: for exampleNestlé
25
definesmarketingtochildren
asbeing‘amarketingactivitywhereadultsupervisionisnotpresent’ and communicationin
media‘whereadultaudienceisnotpredominant’.
Thetablebelowshowssomeexamplesofthecoverageofcompanypledgesacrossmedia
includedunderself‐regulation.Notethat for somemediathecompanies
imposecertain
22
UKOfficeofCommunications(Ofcom)2007.See
http://stakeholders.ofcom.org.uk/consultations/foodads_new/statement/ and see
http://collections.europarchive.org/tna/20100927130941/http://food.gov.uk/healthiereating/advertisingtochi
ldren/nutlab/nutprofmod
23
DevelopedbytheSwedishNationalFoodAdministrationtodefinehealthierfoodproducts, and nowusedin
Sweden,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‐food
24
FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples
for MarketingFoodtoChildren.Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm
25
Seehttp://www.conar.org.br/html/livro/REF49NESTLE%20‐
%20EU%20Pledge%20Nestle%20Commitment.pdf
StanMark
Standards for marketing to children
TheStanMarkprojectbringstogetherresearchers and policy‐makerstodevelopasetofstandards
for marketing foods and beveragesconsistentwiththeresolutionoftheWorldHealthAssembly.
Objectives
ConveneaseriesofmeetingsinEurope and theUSAtobringtogetherkeymembersofthescientific
researchcommunity and policy‐makingcommunitytoconsiderhowmarketingfood and beverages
mayaffectchildren’shealth.
Identifycurrent best practice’approachestothecontrolofmarketing,includingmeasuresnot
specificallyaddressingfood
and beveragemarketing,ornotspecificallydirectedtotheprotectionof
children.
Exploretheuseofstandards and marketingcodestoinfluencecommercialactivity,including
standardsfromotherindustrialsectors.
Proposeasetofstandardstoformthebasis for across‐bordercodeofmarketingof foods and
beverages.
Developweb‐basedresources for policydevelopmentconcerningfood and beveragemarketingto
children and relatedmaterialstosupportpolicydevelopment.
Projectpartners
... 18
Proposedstandards
Asnotedearlier,theobjectiveofuniversalstandardsistoinstituteruleswhichachieve
maximumprotectionwhileremainingpractical and economicalinapplication.Althoughit
couldbeproposedthatchildrenshouldnotbeexposedtoanymarketing,thepresent
documenttakesa‘risk‐based’approachtoreducingexposuretothemarketingoffood and
beverageproductswhoseregularconsumptionisliabletoincreasetheriskofnon‐
communicablediseases.
Furthermore,itisimportanttoidentifyexamplesofhighstandards for cross‐border
marketingwhichhavebeenproposedasaresultofconsensus‐buildingbyreputable
agencies,thusindicatingthatsuchstandardsarefeasible,practical and economical.
Inthissectionweproposestandardsbasedonaresponsibleapproachtomarketingonthe
understandingthatchildrenshouldnotbesubjectedtoinducementstoconsumeproducts
which,ifconsumedroutinely,arelikelytobedetrimentaltotheirhealth.Whereavailable
weshowexamplesoftheuseofsimilarstandardsinothersectors.
Standard1:Specifyingthe foods and beverages
Issue:Thepromotionofsome foods and beveragescanunderminechildren’sdietaryhealth.
Proposal:Riskreductionmeanspromotingonlythosefood and beverageproductswhich
conformtonationaldietaryguidelines and internationalstandardssupportingtheWHO
GlobalStrategyonDiet,PhysicalActivity and Health
29
.
Ahighstandard:Food and beveragesshouldbecategorisedaccordingtoavalidated
nutrientprofilingsystem.ExamplesmayincludetheUKOfcommodelusedtoregulate
advertisingontelevision,
30
theNordicKeyholefoodcategorisationmodel,
31
ortheproposals
fromtheUSInteragencyWorkingGroup
32
.
Standard2:Agegroups
Issue:Somemarketingworksbelowconsciouscontrol.Evenwhenchildren and adolescents
areawareofmarketing,theymaybetrusting and uncriticalofthemessages.Medialiteracy
doesnotreducemarketingmessageimpact.
Proposal:Riskreductionmeanspromotingonlytothosepersonswhohavereachedanage
whentheyarelegallyconsideredtobecompetentenoughtoprotecttheirownwelfare.
29
WorldHealthOrganization,2004See
http://www.who.int/entity/dietphysicalactivity/strategy/eb11344/strategy_english_web.pdf
30
UKOfficeofCommunications(Ofcom)2007.See
http://stakeholders.ofcom.org.uk/consultations/foodads_new/statement/ and see
http://collections.europarchive.org/tna/20100927130941/http://food.gov.uk/healthiereating/advertisingtochi
ldren/nutlab/nutprofmod
31
Seehttp://www.slv.se/en‐gb/Group1/Food and Nutrition/Keyhole‐symbol/
32
FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples
for MarketingFoodtoChildren.Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm
...