... YesFurthergapsincompany‐ledself‐regulationThissectionprovidessomeexamplesofadditionalconcernsraisedduringthisinvestigation. The examplespicturedaretakenfromwebsitesactive and availableduring the periodJanuary‐June2011.Company‐ownedwebsitesWhilemostcompaniesacknowledge the needtocontroladvertisingtochildrenusingpaid‐foradvertisingonthird‐partysites,companiesdonotusuallyincludetheirownweb‐sites,whichtheyseeaseditorialratherthanadvertising.Althoughsomegovernment‐approvedcodes(e.g. the UKCAPCode)includecompany‐ownedsites,mostindustry‐wideadvertisingregulationsinEuropeancountriesdonot, and industry‐ledpledgesgenerallydonotorareambiguousaboutwhattheyconsider‘advertising’ontheirownwebsites.Manycompaniesusetheirownsitestoattractchildrenwithgames,puzzles,clubs and downloadablegifts,orofferbrandedproductswhichchildrenmaypestertheirparentstobuy.ExamplesbelowshowNesquikchildren’sgamesonacompany‐ownedsite and anexampleofM&Mspromotions(someareasof the siteaskif the viewer‘sageisabove12years).10SocialnetworkingsitesThereisalsoa‘grey’areaconcerning the usebycompaniesofthird‐partysocialnetworkingsitessuchasFacebooktopromotechild‐attractiveactivitieswithfood‐relatedbranding.Anexampleof the useofFacebookisshownbelow:11GeneralisedbrandingCompaniesdonotusuallyincludeintheirself‐regulationanycontrolson the brandingofnon‐foodproductswithfood‐relatedbrandidentities.Althoughcarryingnospecificmarketingmessage, the associativeeffectcanbeapowerfulmarketingtool. The examplebelowshowsaproductlikelytoappealtochildrenbrandedwithanimagestronglyassociatedwithsweetenedbreakfastcereal(Kellogg’sFrosties) and licensedbyownerforuseon the product.12Schools and otherchildren’ssettingsCompaniesmayallowthemselvestomarketinschools and otherplaceswherechildrengather.Thiscantake the formofbrandedgoods and equipmentor the activepromotionofsamples and brandedgiftsinschoolsettings.IndirectuseofschoolssettingsmaybefoundwhenTVadvertisementsuseschoolsaslocationsforfilmingtheiradvertising. The examplebelowshowsaplayareaforchildrensponsoredbyachocolatecompanyownedbyNestléinGenevaairport(which the companyhassinceacknowledgediscountertoNestlépolicies) and the useofclassroomsettingsforTVadvertisinglocations(notinEurope).13Characterlicensing and brandequitycharactersAlthoughsomecompanieshaveagreedtoreduce the useoflicensedcharacters(e.g.filmtie‐inssuchasShrek and ToyStory)otherscontinuetousesuchmarketingdevices.Examplesbelowshowlicensedcharactersfromfilms(Rio,Thor,KungFuPanda)usedtopromoteproductshighinsugarsorfats.NotethatKungFuPandaisbeingusedbyMcDonald’s,acompanythathasnotjoined the EUpledgescheme.14Inaddition,mostcompaniesstillpermitthemselvestousecharacterswhichtheyown and havedevelopedwiththeirbrands(knownasbrand‐equitycharacters),suchasQuiky the bunny(Nesquik) and Tony the Tiger(Frosties).OthersincludeUnileverWalls‘Max the lion’(seepicturebelow).15Productdesign and packagingSelf‐regulationgenerallydoesnotincludepackagingorproductdesign and thesecanbepowerfulmarketingtoolstoattractpurchases. The examplebelowshowsaproductshaped,flavoured and texturedtoappealtochildreninaboxwithatie‐ingamelaunchedbyKellogg’sonFacebook and featuring the KraveKrusader(whomustovercomechallenges and obstaclestoreachchocolate).26ShopdisplaysRetaildisplaysarerarelyincludedincompany‐ledself‐regulation.Aisle‐enddisplays and check‐outdisplaysarepremiumsites and canbeamajorinfluenceonspontaneouspurchases and, especiallyin the caseofcheck‐outdisplays, the purchaseofanitemforceduponaparentbychildrentaking the productintheirhandswhilewaitinginline.Child‐to‐childmarketingPeerrecommendationisastrongmotivatoramongchildren and adolescents.Marketersareusinganumberofmethodsforencouragingchild‐to‐childmarketing,includingpaymentstoyoungpeopletomakerecommendations and encouragementofchildrentomaketheirown26Seehttp://www.marketingweek.co.uk/sectors/food and drink/kellogg%E2%80%99s‐moves‐into‐gaming/3026796.article16promotionalmaterialsfordistribution,e.g.onsocialmedianetworks.Self‐regulationgenerallydoesnotcoverchild‐to‐childmarketing.Examplesbelowshowbrand‐owned,child‐attractivewebsitesaskingchildrentosendemailmessagestotheirfriendsabout the website.NotethatHaribohasnotjoined the EUpledgescheme.NewtechnologyMethodsformarketingtochildrenarerapidlyevolving, and manyaredesignedtoby‐passparentsorenhancechild‐to‐childmarketing.In2007KFC’sadvertisingagencyengineeredaTVcommercialcontaininghigh‐pitchednoiseswhichonlyyoungpeoplearelikelytohear–Ajunk‐freechildhood:Responsiblestandardsformarketingfoods and beveragestochildrenAbriefingpaperfrom The StanMarkProjectof the InternationalAssociationfor the StudyofObesityPreparedbyTimLobstein,TriinParn and AngeAikenheadStanMark ... YesFurthergapsincompany‐ledself‐regulationThissectionprovidessomeexamplesofadditionalconcernsraisedduringthisinvestigation. The examplespicturedaretakenfromwebsitesactive and availableduring the periodJanuary‐June2011.Company‐ownedwebsitesWhilemostcompaniesacknowledge the needtocontroladvertisingtochildrenusingpaid‐foradvertisingonthird‐partysites,companiesdonotusuallyincludetheirownweb‐sites,whichtheyseeaseditorialratherthanadvertising.Althoughsomegovernment‐approvedcodes(e.g. the UKCAPCode)includecompany‐ownedsites,mostindustry‐wideadvertisingregulationsinEuropeancountriesdonot, and industry‐ledpledgesgenerallydonotorareambiguousaboutwhattheyconsider‘advertising’ontheirownwebsites.Manycompaniesusetheirownsitestoattractchildrenwithgames,puzzles,clubs and downloadablegifts,orofferbrandedproductswhichchildrenmaypestertheirparentstobuy.ExamplesbelowshowNesquikchildren’sgamesonacompany‐ownedsite and anexampleofM&Mspromotions(someareasof the siteaskif the viewer‘sageisabove12years).10SocialnetworkingsitesThereisalsoa‘grey’areaconcerning the usebycompaniesofthird‐partysocialnetworkingsitessuchasFacebooktopromotechild‐attractiveactivitieswithfood‐relatedbranding.Anexampleof the useofFacebookisshownbelow:11GeneralisedbrandingCompaniesdonotusuallyincludeintheirself‐regulationanycontrolson the brandingofnon‐foodproductswithfood‐relatedbrandidentities.Althoughcarryingnospecificmarketingmessage, the associativeeffectcanbeapowerfulmarketingtool. The examplebelowshowsaproductlikelytoappealtochildrenbrandedwithanimagestronglyassociatedwithsweetenedbreakfastcereal(Kellogg’sFrosties) and licensedbyownerforuseon the product.12Schools and otherchildren’ssettingsCompaniesmayallowthemselvestomarketinschools and otherplaceswherechildrengather.Thiscantake the formofbrandedgoods and equipmentor the activepromotionofsamples and brandedgiftsinschoolsettings.IndirectuseofschoolssettingsmaybefoundwhenTVadvertisementsuseschoolsaslocationsforfilmingtheiradvertising. The examplebelowshowsaplayareaforchildrensponsoredbyachocolatecompanyownedbyNestléinGenevaairport(which the companyhassinceacknowledgediscountertoNestlépolicies) and the useofclassroomsettingsforTVadvertisinglocations(notinEurope).13Characterlicensing and brandequitycharactersAlthoughsomecompanieshaveagreedtoreduce the useoflicensedcharacters(e.g.filmtie‐inssuchasShrek and ToyStory)otherscontinuetousesuchmarketingdevices.Examplesbelowshowlicensedcharactersfromfilms(Rio,Thor,KungFuPanda)usedtopromoteproductshighinsugarsorfats.NotethatKungFuPandaisbeingusedbyMcDonald’s,acompanythathasnotjoined the EUpledgescheme.14Inaddition,mostcompaniesstillpermitthemselvestousecharacterswhichtheyown and havedevelopedwiththeirbrands(knownasbrand‐equitycharacters),suchasQuiky the bunny(Nesquik) and Tony the Tiger(Frosties).OthersincludeUnileverWalls‘Max the lion’(seepicturebelow).15Productdesign and packagingSelf‐regulationgenerallydoesnotincludepackagingorproductdesign and thesecanbepowerfulmarketingtoolstoattractpurchases. The examplebelowshowsaproductshaped,flavoured and texturedtoappealtochildreninaboxwithatie‐ingamelaunchedbyKellogg’sonFacebook and featuring the KraveKrusader(whomustovercomechallenges and obstaclestoreachchocolate).26ShopdisplaysRetaildisplaysarerarelyincludedincompany‐ledself‐regulation.Aisle‐enddisplays and check‐outdisplaysarepremiumsites and canbeamajorinfluenceonspontaneouspurchases and, especiallyin the caseofcheck‐outdisplays, the purchaseofanitemforceduponaparentbychildrentaking the productintheirhandswhilewaitinginline.Child‐to‐childmarketingPeerrecommendationisastrongmotivatoramongchildren and adolescents.Marketersareusinganumberofmethodsforencouragingchild‐to‐childmarketing,includingpaymentstoyoungpeopletomakerecommendations and encouragementofchildrentomaketheirown26Seehttp://www.marketingweek.co.uk/sectors/food and drink/kellogg%E2%80%99s‐moves‐into‐gaming/3026796.article16promotionalmaterialsfordistribution,e.g.onsocialmedianetworks.Self‐regulationgenerallydoesnotcoverchild‐to‐childmarketing.Examplesbelowshowbrand‐owned,child‐attractivewebsitesaskingchildrentosendemailmessagestotheirfriendsabout the website.NotethatHaribohasnotjoined the EUpledgescheme.NewtechnologyMethodsformarketingtochildrenarerapidlyevolving, and manyaredesignedtoby‐passparentsorenhancechild‐to‐childmarketing.In2007KFC’sadvertisingagencyengineeredaTVcommercialcontaininghigh‐pitchednoiseswhichonlyyoungpeoplearelikelytohear–Ajunk‐freechildhood:Responsiblestandardsformarketingfoods and beveragestochildrenAbriefingpaperfrom The StanMarkProjectof the InternationalAssociationfor the StudyofObesityPreparedbyTimLobstein,TriinParn and AngeAikenheadStanMark ... The marketingoffoods and non‐alcoholicbeverageswithahighcontentoffat,sugarorsaltreacheschildrenthroughout the world.Effortsmustbemadetoensurethatchildreneverywhereareprotectedagainst the impactofsuchmarketing and given the opportunitytogrow and developinanenablingfood environment —onethatfosters and encourageshealthydietarychoices and promotes the maintenanceofhealthyweight.DrAlaAlwan,AssistantDirectorGeneral,World Health Organization17 and followedthisupwithawebsiteofferingfreemealvoucherstothosewhocanidentify the pointin the advertisementwhen the noiseoccurred.27Morerecently,MicrosoftannouncedtechnologytoallowX‐Boxplayerstousevoicecontrolsduringgamingwhichwouldforwardadvertisingmessagestotheirfriend’sphoneswhenevermarketingpromotionswerepresentin the game.2827EBlasshttp://www.engadget.com/2007/04/11/kfc‐ad‐agency‐strikes‐again‐with‐mosquito‐tone‐commercial/28TVega,NewYorkTimes20June2011.Seehttp://www.nytimes.com/2011/06/21/business/media/21xbox.html?_r=2&ref=media18ProposedstandardsAsnotedearlier, the objectiveofuniversalstandardsistoinstituteruleswhichachievemaximumprotectionwhileremainingpractical and economicalinapplication.Althoughitcouldbeproposedthatchildrenshouldnotbeexposedtoanymarketing, the presentdocumenttakesa‘risk‐based’approachtoreducingexposureto the marketingoffood and beverageproductswhoseregularconsumptionisliabletoincrease the riskofnon‐communicablediseases.Furthermore,itisimportanttoidentifyexamplesofhighstandardsforcross‐bordermarketingwhichhavebeenproposedasaresultofconsensus‐buildingbyreputableagencies,thusindicatingthatsuchstandardsarefeasible,practical and economical.Inthissectionweproposestandardsbasedonaresponsibleapproachtomarketingon the understandingthatchildrenshouldnotbesubjectedtoinducementstoconsumeproductswhich,ifconsumedroutinely,arelikelytobedetrimentaltotheir health. Whereavailableweshowexamplesof the useofsimilarstandardsinothersectors.Standard1:Specifying the foods and beveragesIssue: The promotionofsomefoods and beveragescanunderminechildren’sdietary health. Proposal:Riskreductionmeanspromotingonlythosefood and beverageproductswhichconformtonationaldietaryguidelines and internationalstandardssupporting the WHOGlobalStrategyonDiet,PhysicalActivity and Health 29.Ahighstandard:Food and beveragesshouldbecategorisedaccordingtoavalidatednutrientprofilingsystem.Examplesmayinclude the UKOfcommodelusedtoregulateadvertisingontelevision,30 the NordicKeyholefoodcategorisationmodel,31or the proposalsfrom the USInteragencyWorkingGroup32.Standard2:AgegroupsIssue:Somemarketingworksbelowconsciouscontrol.Evenwhenchildren and adolescentsareawareofmarketing,theymaybetrusting and uncriticalof the messages.Medialiteracydoesnotreducemarketingmessageimpact.Proposal:Riskreductionmeanspromotingonlytothosepersonswhohavereachedanagewhentheyarelegallyconsideredtobecompetentenoughtoprotecttheirownwelfare.29World Health Organization,2004Seehttp://www.who.int/entity/dietphysicalactivity/strategy/eb11344/strategy_english_web.pdf30UKOfficeofCommunications(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/nutprofmod31Seehttp://www.slv.se/en‐gb/Group1/Food and Nutrition/Keyhole‐symbol/32FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciplesforMarketingFoodtoChildren.Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm19Permittedtargetagegroupsshouldbesignificantlyolderthanthisinor...