... TheStanMarkprojectbringstogetherresearchers and policy‐makerstodevelopasetofstandards for marketingfoods and beveragesconsistentwiththeresolutionoftheWorldHealthAssembly.ObjectivesConveneaseriesofmeetingsinEurope and theUSAtobringtogetherkeymembersofthescientificresearchcommunity and policy‐makingcommunitytoconsiderhowmarketingfood and beveragesmayaffectchildren’shealth.Identifycurrent‘bestpractice’approachestothecontrolofmarketing,includingmeasuresnotspecificallyaddressingfood and beveragemarketing,ornotspecificallydirectedtotheprotectionofchildren.Exploretheuseofstandards and marketingcodestoinfluencecommercialactivity,includingstandardsfromotherindustrialsectors.Proposeasetofstandardstoformthebasis for across‐bordercodeofmarketingoffoods and beverages.Developweb‐basedresources for policy development concerningfood and beveragemarketingtochildren and relatedmaterialstosupportpolicy development. Projectpartners ... Newtechnology163.Proposedstandards18 Standard1:Specifyingthefoods and beverages 18 Standard2:Agegroups18 Standard3:Mediaused for marketingmessages 19 Standard4:Marketingmethods19 ... dertoavoidappealingtoyoungerages.Ahighstandard:Theageorlegalmajorityisdeterminedbylocallegislation.Permittedtargetagegroupsshouldbesignificantlyabovetheminimumlegalage:anexampleisthebanontargetingalcoholicbeveragestopeopleunderage25requiredbyFacebookinIndia and Sweden.33 For food and beverages,theUKOfcomregulationsapplyduringtelevisionprogrammeswhichappealtochildrenunderage16.Standard3:Mediaused for marketingmessagesIssue:Childrenhaveaccesstoawiderangeofmedia.Inaddition,cross‐bordermediaservicesarenoteasilycontrolledbythejurisdictionintheterritorywherethemessageisreceived.Proposal:Riskreductionmeansincludingallmediawhichcarrymarketingmessagesaswellasthosewhichcrossnationalborders(e.g.Internet,satellite and cableTV, and exportedTVprogrammes,films,games,toys and otherproducts).Foodpackaging,formulation and presentationareincluded,asaresponsoredsportsevents and productplacements.Ahighstandard:Acomprehensiveapproachassumesallmediaunlessspecificallyexempted.Mediabroadcastacrossseveraltimezonesshouldbeassumedtoreachchildren and adolescents.ExamplesfromothersectorsincludeFacebook,whichprohibitstobacco and gamblingmarketing and restrictsalcoholmarketing.34 For tobacco,theFrameworkConventiononTobaccoControlprovidesacomprehensivedefinition:‘allformsofcommercialcommunication,recommendationoraction and anyformofcontributiontoanevent,activityorindividual’.35Standard4:MarketingmethodsIssue:Mostmarketingworksbelowconsciousawareness, and childreninparticularmaybevulnerabletomarketingmessagesofspecialappealtothem.Manymarketingmethodsfalloutsidecurrentadvertisingregulations.Proposal:Riskreductionmeansexcludingtechniqueswithspecialappealtochildren and adolescents.Thisincludestheuseofcartooncharacters,animation,celebrities,sportspersonalities, and thecolouring,shaping and designofproducts and packaginglikelytohaveaparticularappealtochildren and adolescents.Ahighstandard:Acomprehensiveapproachacknowledgesthatchildren and adolescentsareexposedtomanymarketingmessages,includingthosedesignedtoattractthem and thosedesignedtotargetnon‐childaudiences. For tobacco,theFrameworkConvention36coversactionswhichhavethe‘aim,effect,orlikelyeffectofpromotingatobaccoproductor33http://www.insidefacebook.com/2010/10/08/alcohol‐advertisement‐guidelines/34http://www.facebook.com/ad_guidelines.php35http://www.who.int/fctc/guidelines/article_13.pdf36http://www.who.int/fctc/guidelines/article_13.pdf20tobaccouseeitherdirectlyorindirectly’.Itspecifiesall‘advertising,promotion and sponsorship’. For breast‐milksubstitutes,theInternationalCode37specifiesthatcontrolsapplyto‘productpromotion,distribution,selling,advertising,productpublicrelations, and informationservices’.Thesephrasescanbeadaptedwiththeadditionof‘abletoinfluenceachild’.Standard5:UseofbrandsIssue:Products and mediamaycarryabrandidentity for acompanylinkedtofoodorbeverageproductswithoutspecifyingafoodorbeverageorgivinganexplicitmarketingmessage.Proposal:Riskreductionmeansbrandswithrecognisablelinkstofood and beverageproductsneedtobetreatedasiftheywerepromotingthefoodorbeveragetowhichtheyareassociated.Ahighstandard:Acomprehensiveapproachrestrictstheuseofbrandpromotionlikelytoinfluencechildrenwhenthatbrandhasarecognisableassociationwithfood and drinkproductssubjecttomarketingrestrictions.Wherebrandslinktomultipleproducts,theassumptionshouldbethatthebrandispromotingthemostfamiliarorhighestsellingofitsproducts.ProposalsfromtheAustralianObesityPolicyCoalitionsuggestthatbrandsshouldberestrictedunlesstheyarebeingusedinapromotion for ahealthyfoodproductorrange.38‘Brand’meansthenameofafoodorbeverageproductorrangeofproducts,orthemanufacturerordistributorthereof,oranyotherwords,designsorimagesthatarecloselyassociatedwithsuchproducts.Standard6:Settings and locationsIssue:Authoritiesresponsible for standardswherechildrenaregathered,suchasschools and childcarefacilities,haveadutytoensurethatnothingprejudicesachild’swellbeing.Proposal:Riskreductionmeansthatallsettingswherechildrengathershouldbefreefromthepromotionofspecifiedfood and beverages,includingbrands,logos,vouchers and giftsassociatedwithsuchproducts.Ahighstandard:Acomprehensiveapproachavoidstheneedtospecifyeverypossiblesetting.TheWHORecommendationsstate“settingsinclude,butarenotlimitedto,nurseries,schools,schoolgrounds and pre‐schoolcentres,playgrounds,family and childclinics and paediatricservices, and duringanysporting and culturalactivitiesthatareheldonthesepremises”.39 For alcohol,theCityofSanDiego,California,adoptedanordinanceinOctober2000whichprohibitsadvertisingalcoholonanybillboardwithin1,000feetofany37http://www.who.int/nutrition/publications/code_english.pdf38http://www.opc.org.au/downloads/positionpapers/Protecting‐children‐email1_FINAL_13.04.11.pdf39http://www.who.int/dietphysicalactivity/marketing‐food‐to‐children/en/index.html21school,playground,recreationcentreorfacility,childcarecentre,arcade,orlibrary.40Therearealsomanyexamplesoflocation‐basedtobaccocontrols.41Standard7:AccountabilityIssue:Marketingmessagesareproduced and distributedbydiversestakeholdersincludingfoodproducers,manufacturers,importersorsellers,advertisingagencies,mediacompanies,mediadistributors and retailers,webcontenthosts,webaccessproviders and websearchengines.Proposal:Riskreductionrequiresthatadutyofcare and attentiontotheprotectionofchildren and adolescentsshouldbeexercisedbyallpartiesinthedisseminationofmarketingmessages.Ahighstandard:Acomprehensiveapproachwouldholdallpartiesinvolvedinconveyingamarketingmessagetobeaccountable. For sponsorshipmediathisincludessportseventhosts. For promotionaltechniquesembodiedinafoodproductthisincludesimporters,retailers and caterers.Cross‐bordermarketingstandardsneedtobeenforceablethroughinternationalagreementswithsanctions.Examplesofpossiblestandard‐settingmechanismsincludeWHOhealthregulations,ISOstandards and CodexAlimentariusstandards.40http://business.highbeam.com/410209/article‐1G1‐204543912/alcohol‐advertising‐billboards‐transit‐shelters and 41http://tobaccodocuments.org/women/2080811374‐1392.html.22AppendixWorldHealthOrganizationSetofRecommendationsontheMarketingofFoods and Non‐alcoholicBeveragestoChildren42...