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... ofMedicine,WashingtonDC2005.
7
AdvertisingandmarketingpracticesonchildobesityDGInternalPolicies,EuropeanParliament,Brussels,20 08.
IP/A/ENVI/NT/2007‐20&21.(PE400. 989 )
8
EuropeanCharteroncounteractingobesity,paragraph2.4.6,EUR/06/5062700 /8, 61995.WorldHealthOrganisation,
RegionalOffice for Europe,2006.Seehttp://www.euro.who.int/Document/E89567.pdf.
9
AStrategy for EuropeonNutrition,OverweightandObesityrelatedhealthissues.COM(2007)279Page6.Brussels.
10
ResolutionWHA60.23.WorldHealthAssemblyGeneva,2007.See
http://apps.who.int/gb/ebwha/pdf_files/WHA60/A60_R23‐en.pdf
11
CodeonMarketingofFoodandNon‐AlcoholicBeveragestoChildren,EuropeanNetworkonreducing
marketingpressureonchildren,2009.Seehttp://www.helsedirektoratet.no/marketing
22
Appendix
WorldHealthOrganization
SetofRecommendationsontheMarketingofFoodsandNon‐alcoholic
BeveragestoChildren
42
... weaklyorinconsistentlyenforced
Thisreportwillnotexploretheissuesofmonitoringandenforcement,althoughtheseare
seriousconcernsthatneedtobeaddressedbypolicy‐makers.Atpresent,monitoringand
complaint‐handlingbodiesdonotenforcecompany‐ledinitiatives.Alackofanindependent
complaintmechanismcanleaveconsumersfrustrated,andalackofenforcementallows
company‐ledinitiativestoberolledbackatanytime.Ifamonitoringandcomplaint‐
handlingbodywereestablisheditwouldneedtogainconsumerconfidence, for whichit
wouldneed(a)tobetransparentinoperation with routineregularpublicationsoftheir
activities;(b)tobeindependentand free fromindustryinfluence,andseentobeso;and(c)
toensurethattheirservicesareeasilyandinexpensivelyaccessedbyconsumers.Penalties
mustbecommensurate with thesizeofthemarketingbudgetsinvolvedand with the
estimatedexposureofchildrentotheoffendingcommercialmessages.
Afurtherconcernistheneedtoensurethat,whateverthedifferencesindefinitionsor
approaches,allcompaniesshouldmakesomecommitmenttoofferself‐restraint.Inthe
Europeanregiononly11companieshavejoinedthescheme,along with theEuropean
SnacksAssociation.Severalmajorcompanies,includingMcDonald’s,KFCandHaribo,and
manysmalleronesarenotincluded.
Problemsofdefinitions
Companieschoosetherulestoimposeuponthemselves.Asaresulttherearelikelytobe
discrepanciesandinconsistencies.Hereweshalllookatsuchproblemsencounteredwithin
thepledgesandpromisesandactivitiesundertakenbycompaniesintheEuropeanUnion.
Whatageisachild?
Thetablebelowprovidesexamplesofdefinitionsoftheage‐range for ‘child’bycompanies
participatingintheEUpledgescheme.Pleasenotethattheinterpretationofacompany
policycanbecomplex,andreadersareadvisedtocheckthecompanystatements for
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...