... der to avoidappealing to youngerages.Ahighstandard:Theageorlegalmajorityisdeterminedbylocallegislation.Permittedtargetagegroupsshouldbesignificantlyabovetheminimumlegalage:anexampleisthebanontargetingalcoholicbeverages to peopleunderage25requiredbyFacebookinIndia and Sweden.33Forfood and beverages,theUKOfcomregulationsapplyduringtelevisionprogrammeswhichappeal to childrenunderage16.Standard3:MediausedformarketingmessagesIssue:Childrenhaveaccess to awiderangeofmedia.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.Mediabroadcastacrossseveraltimezonesshouldbeassumed to reachchildren and adolescents.ExamplesfromothersectorsincludeFacebook,whichprohibitstobacco and gamblingmarketing and restrictsalcoholmarketing.34Fortobacco,theFrameworkConventiononTobaccoControlprovidesacomprehensivedefinition:‘allformsofcommercialcommunication,recommendationoraction and anyformofcontribution to anevent,activityorindividual’.35Standard4:MarketingmethodsIssue:Mostmarketingworksbelowconsciousawareness, and childreninparticularmaybevulnerable to marketingmessagesofspecialappeal to them.Manymarketingmethodsfalloutsidecurrentadvertisingregulations.Proposal:Riskreductionmeansexcludingtechniqueswithspecialappeal to children and adolescents.Thisincludestheuseofcartooncharacters,animation,celebrities,sportspersonalities, and thecolouring,shaping and designofproducts and packaginglikely to haveaparticularappeal to children and adolescents.Ahighstandard:Acomprehensiveapproachacknowledgesthatchildren and adolescentsareexposed to manymarketingmessages,includingthosedesigned to attractthem and thosedesigned to targetnon‐childaudiences.Fortobacco,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’.Forbreast‐milksubstitutes,theInternationalCode37specifiesthatcontrolsapply to ‘productpromotion,distribution,selling,advertising,productpublicrelations, and informationservices’.Thesephrasescanbeadaptedwiththeadditionof‘able to influenceachild’.Standard5:UseofbrandsIssue:Products and mediamaycarryabrandidentityforacompanylinked to foodorbeverageproductswithoutspecifyingafoodorbeverageorgivinganexplicitmarketingmessage.Proposal:Riskreductionmeansbrandswithrecognisablelinks to food and beverageproductsneed to betreatedasiftheywerepromotingthefoodorbeverage to whichtheyareassociated.Ahighstandard:Acomprehensiveapproachrestrictstheuseofbrandpromotionlikely to influencechildrenwhenthatbrandhasarecognisableassociationwithfood and drinkproductssubject to marketingrestrictions.Wherebrandslink to multipleproducts,theassumptionshouldbethatthebrandispromotingthemostfamiliarorhighestsellingofitsproducts.ProposalsfromtheAustralianObesityPolicyCoalitionsuggestthatbrandsshouldberestrictedunlesstheyarebeingusedinapromotionforahealthyfoodproductorrange.38‘Brand’meansthenameofafoodorbeverageproductorrangeofproducts,orthemanufacturerordistributorthereof,oranyotherwords,designsorimagesthatarecloselyassociatedwithsuchproducts.Standard6:Settings and locationsIssue:Authoritiesresponsibleforstandardswherechildrenaregathered,suchasschools and childcarefacilities,haveaduty to ensurethatnothingprejudicesachild’swellbeing.Proposal:Riskreductionmeansthatallsettingswherechildrengathershouldbefreefromthepromotionofspecifiedfood and beverages,includingbrands,logos,vouchers and giftsassociatedwithsuchproducts.Ahighstandard:Acomprehensiveapproachavoidstheneed to specifyeverypossiblesetting.TheWHORecommendationsstate“settingsinclude,butarenotlimited to, nurseries,schools,schoolgrounds and pre‐schoolcentres,playgrounds,family and childclinics and paediatricservices, and duringanysporting and culturalactivitiesthatareheldonthesepremises”.39Foralcohol,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 attention to theprotectionofchildren and adolescentsshouldbeexercisedbyallpartiesinthedisseminationofmarketingmessages.Ahighstandard:Acomprehensiveapproachwouldholdallpartiesinvolvedinconveyingamarketingmessage to beaccountable.Forsponsorshipmediathisincludessportseventhosts.Forpromotionaltechniquesembodiedinafoodproductthisincludesimporters,retailers and caterers.Cross‐bordermarketingstandardsneed to beenforceablethroughinternationalagreementswithsanctions.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‐alcoholicBeverages to Children42 ... YesFurthergapsincompany‐ledself‐regulationThissectionprovidessomeexamplesofadditionalconcernsraisedduringthisinvestigation.Theexamplespicturedaretakenfromwebsitesactive and availableduringtheperiodJanuary‐June2011.Company‐ownedwebsitesWhilemostcompaniesacknowledgetheneed to controladvertising to childrenusingpaid‐foradvertisingonthird‐partysites,companiesdonotusuallyincludetheirownweb‐sites,whichtheyseeaseditorialratherthanadvertising.Althoughsomegovernment‐approvedcodes(e.g.theUKCAPCode)includecompany‐ownedsites,mostindustry‐wideadvertisingregulationsinEuropeancountriesdonot, and industry‐ledpledgesgenerallydonotorareambiguousaboutwhattheyconsider‘advertising’ontheirownwebsites.Manycompaniesusetheirownsites to attractchildrenwithgames,puzzles,clubs and downloadablegifts,orofferbrandedproductswhichchildrenmaypestertheirparents to buy.ExamplesbelowshowNesquikchildren’sgamesonacompany‐ownedsite and anexampleofM&Mspromotions(someareasofthesiteaskiftheviewer‘sageisabove12years).10SocialnetworkingsitesThereisalsoa‘grey’areaconcerningtheusebycompaniesofthird‐partysocialnetworkingsitessuchasFacebook to promotechild‐attractiveactivitieswithfood‐relatedbranding.AnexampleoftheuseofFacebookisshownbelow:11GeneralisedbrandingCompaniesdonotusuallyincludeintheirself‐regulationanycontrolsonthebrandingofnon‐foodproductswithfood‐relatedbrandidentities.Althoughcarryingnospecificmarketingmessage,theassociativeeffectcanbeapowerfulmarketingtool.Theexamplebelowshowsaproductlikely to appeal to childrenbrandedwithanimagestronglyassociatedwithsweetenedbreakfastcereal(Kellogg’sFrosties) and licensedbyownerforuseontheproduct.12Schools and otherchildren’ssettingsCompaniesmayallowthemselves to marketinschools and otherplaceswherechildrengather.Thiscantaketheformofbrandedgoods and equipmentortheactivepromotionofsamples and brandedgiftsinschoolsettings.IndirectuseofschoolssettingsmaybefoundwhenTVadvertisementsuseschoolsaslocationsforfilmingtheiradvertising.TheexamplebelowshowsaplayareaforchildrensponsoredbyachocolatecompanyownedbyNestléinGenevaairport(whichthecompanyhassinceacknowledgediscounter to Nestlépolicies) and theuseofclassroomsettingsforTVadvertisinglocations(notinEurope).13Characterlicensing and brandequitycharactersAlthoughsomecompanieshaveagreed to reducetheuseoflicensedcharacters(e.g.filmtie‐inssuchasShrek and ToyStory)otherscontinue to usesuchmarketingdevices.Examplesbelowshowlicensedcharactersfromfilms(Rio,Thor,KungFuPanda)used to promoteproductshighinsugarsorfats.NotethatKungFuPandaisbeingusedbyMcDonald’s,acompanythathasnotjoinedtheEUpledgescheme.14Inaddition,mostcompaniesstillpermitthemselves to usecharacterswhichtheyown and havedevelopedwiththeirbrands(knownasbrand‐equitycharacters),suchasQuikythebunny(Nesquik) and TonytheTiger(Frosties).OthersincludeUnileverWalls‘Maxthelion’(seepicturebelow).15Productdesign and packagingSelf‐regulationgenerallydoesnotincludepackagingorproductdesign and thesecanbepowerfulmarketingtools to attractpurchases.Theexamplebelowshowsaproductshaped,flavoured and textured to appeal to childreninaboxwithatie‐ingamelaunchedbyKellogg’sonFacebook and featuringtheKraveKrusader(whomustovercomechallenges and obstacles to reachchocolate).26ShopdisplaysRetaildisplaysarerarelyincludedincompany‐ledself‐regulation.Aisle‐enddisplays and check‐outdisplaysarepremiumsites and canbeamajorinfluenceonspontaneouspurchases and, especiallyinthecaseofcheck‐outdisplays,thepurchaseofanitemforceduponaparentbychildrentakingtheproductintheirhandswhilewaitinginline.Child to childmarketingPeerrecommendationisastrongmotivatoramongchildren and adolescents.Marketersareusinganumberofmethodsforencouragingchild to childmarketing,includingpayments to youngpeople to makerecommendations and encouragementofchildren to maketheirown26Seehttp://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‐attractivewebsitesaskingchildren to sendemailmessages to theirfriendsaboutthewebsite.NotethatHaribohasnotjoinedtheEUpledgescheme.NewtechnologyMethodsformarketing to childrenarerapidlyevolving, and manyaredesigned to by‐passparentsorenhancechild to childmarketing.In2007KFC’sadvertisingagencyengineeredaTVcommercialcontaininghigh‐pitchednoiseswhichonlyyoungpeoplearelikely to hear–Ajunk‐freechildhood:Responsiblestandardsformarketingfoods and beverages to childrenAbriefingpaperfromTheStanMarkProjectoftheInternationalAssociationfortheStudyofObesityPreparedbyTimLobstein,TriinParn and AngeAikenheadStanMark ... YesFurthergapsincompany‐ledself‐regulationThissectionprovidessomeexamplesofadditionalconcernsraisedduringthisinvestigation.Theexamplespicturedaretakenfromwebsitesactive and availableduringtheperiodJanuary‐June2011.Company‐ownedwebsitesWhilemostcompaniesacknowledgetheneed to controladvertising to childrenusingpaid‐foradvertisingonthird‐partysites,companiesdonotusuallyincludetheirownweb‐sites,whichtheyseeaseditorialratherthanadvertising.Althoughsomegovernment‐approvedcodes(e.g.theUKCAPCode)includecompany‐ownedsites,mostindustry‐wideadvertisingregulationsinEuropeancountriesdonot, and industry‐ledpledgesgenerallydonotorareambiguousaboutwhattheyconsider‘advertising’ontheirownwebsites.Manycompaniesusetheirownsites to attractchildrenwithgames,puzzles,clubs and downloadablegifts,orofferbrandedproductswhichchildrenmaypestertheirparents to buy.ExamplesbelowshowNesquikchildren’sgamesonacompany‐ownedsite and anexampleofM&Mspromotions(someareasofthesiteaskiftheviewer‘sageisabove12years).10SocialnetworkingsitesThereisalsoa‘grey’areaconcerningtheusebycompaniesofthird‐partysocialnetworkingsitessuchasFacebook to promotechild‐attractiveactivitieswithfood‐relatedbranding.AnexampleoftheuseofFacebookisshownbelow:11GeneralisedbrandingCompaniesdonotusuallyincludeintheirself‐regulationanycontrolsonthebrandingofnon‐foodproductswithfood‐relatedbrandidentities.Althoughcarryingnospecificmarketingmessage,theassociativeeffectcanbeapowerfulmarketingtool.Theexamplebelowshowsaproductlikely to appeal to childrenbrandedwithanimagestronglyassociatedwithsweetenedbreakfastcereal(Kellogg’sFrosties) and licensedbyownerforuseontheproduct.12Schools and otherchildren’ssettingsCompaniesmayallowthemselves to marketinschools and otherplaceswherechildrengather.Thiscantaketheformofbrandedgoods and equipmentortheactivepromotionofsamples and brandedgiftsinschoolsettings.IndirectuseofschoolssettingsmaybefoundwhenTVadvertisementsuseschoolsaslocationsforfilmingtheiradvertising.TheexamplebelowshowsaplayareaforchildrensponsoredbyachocolatecompanyownedbyNestléinGenevaairport(whichthecompanyhassinceacknowledgediscounter to Nestlépolicies) and theuseofclassroomsettingsforTVadvertisinglocations(notinEurope).13Characterlicensing and brandequitycharactersAlthoughsomecompanieshaveagreed to reducetheuseoflicensedcharacters(e.g.filmtie‐inssuchasShrek and ToyStory)otherscontinue to usesuchmarketingdevices.Examplesbelowshowlicensedcharactersfromfilms(Rio,Thor,KungFuPanda)used to promoteproductshighinsugarsorfats.NotethatKungFuPandaisbeingusedbyMcDonald’s,acompanythathasnotjoinedtheEUpledgescheme.14Inaddition,mostcompaniesstillpermitthemselves to usecharacterswhichtheyown and havedevelopedwiththeirbrands(knownasbrand‐equitycharacters),suchasQuikythebunny(Nesquik) and TonytheTiger(Frosties).OthersincludeUnileverWalls‘Maxthelion’(seepicturebelow).15Productdesign and packagingSelf‐regulationgenerallydoesnotincludepackagingorproductdesign and thesecanbepowerfulmarketingtools to attractpurchases.Theexamplebelowshowsaproductshaped,flavoured and textured to appeal to childreninaboxwithatie‐ingamelaunchedbyKellogg’sonFacebook and featuringtheKraveKrusader(whomustovercomechallenges and obstacles to reachchocolate).26ShopdisplaysRetaildisplaysarerarelyincludedincompany‐ledself‐regulation.Aisle‐enddisplays and check‐outdisplaysarepremiumsites and canbeamajorinfluenceonspontaneouspurchases and, especiallyinthecaseofcheck‐outdisplays,thepurchaseofanitemforceduponaparentbychildrentakingtheproductintheirhandswhilewaitinginline.Child to childmarketingPeerrecommendationisastrongmotivatoramongchildren and adolescents.Marketersareusinganumberofmethodsforencouragingchild to childmarketing,includingpayments to youngpeople to makerecommendations and encouragementofchildren to maketheirown26Seehttp://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‐attractivewebsitesaskingchildren to sendemailmessages to theirfriendsaboutthewebsite.NotethatHaribohasnotjoinedtheEUpledgescheme.NewtechnologyMethodsformarketing to childrenarerapidlyevolving, and manyaredesigned to by‐passparentsorenhancechild to childmarketing.In2007KFC’sadvertisingagencyengineeredaTVcommercialcontaininghigh‐pitchednoiseswhichonlyyoungpeoplearelikely to hear–Ajunk‐freechildhood:Responsiblestandardsformarketingfoods and beverages to childrenAbriefingpaperfromTheStanMarkProjectoftheInternationalAssociationfortheStudyofObesityPreparedbyTimLobstein,TriinParn and AngeAikenheadStanMark...