... 0‐12**≥50%ofaudiencemustbechildren;**≥35%ofaudiencemustbechildren;***≥30%ofaudiencemustbechildren.****≥25%ofaudiencemustbechildren.~ unless anadultispresent.~~ unless adultspredominate.+≥35% for someshowsand≥50% for others.++11 for printmedia, otherwise 12.Whichproductscanbepromoted?In the USAalargenumberofcompany‐promotedmodelshavebeenproposed for defining the nutritionalcriteria for foodstobemarketedtochildren21andasimilarproblemhasariseninEurope. The nexttablegivesexamplesofnutrientmethods for definingfoodsassuitable for marketingtochildren,asproposed by someof the companiesin the EUpledge:Table2Company‐setcriteria for foodstheycanmarkettochildrenCompany ... 221SummaryDuring the lastdecadeconsumergroups,parentsandteachers’bodies,andpublichealthadvocacyorganisationshavecalled for greatercontrolon the marketingoffoodsandbeveragestochildren.Anumberofauthoritativereportshavehighlighted the needtorestrictsuchmarketingtoensurethatchildren are notundulyinfluencedtoconsumefoodshighinfats,sugarandsalt.A2009reviewofregulations (the PolMarkstudy1)suggestedthatsuccessfulregulationrequiredgovernmentleadershipwithspecifiedtimelinesandclear,measurableobjectives.In2010 the WorldHealthAssemblypassedaResolutionwhichurgedmemberstatestointroducecontrolson the marketingoffoodsandbeveragestochildren,andissuedasetofRecommendationsidentifying the approachesthatcouldbetaken2.Theseincreasingcalls for actionhaveledtoaseriesofpolicyresponses,includinggovernment‐ledvoluntaryagreementswithindustryandstatutoryregulation.Ofparticularimportanceis the responseofleadingfoodandbeveragecompanies,whohaveproposed the proposedaseriesofcompany‐ledpledgestoreducetheirmarketingactivitiesdirectedatchildren.Thesepledgescovertypesofmarketingpracticewhichmaylieoutside the traditionalindustry‐widecodesofconductandnationalregulationsonadvertising.However,comparisonofdifferentcompanypledgesandstatementsshowsadegreeofinconsistency,asshowninthisreport,whichmakesevaluationof the impactof the pledgeshardtoassess.Furthermorethereappeartobelapsesin the adherencetothesepledgeswithinEurope,andevidencethatthey are notappliedinotherregions(givingriseto‘off‐shore’marketingtoEuropeanchildrenvia the internet)socallingintoquestion the companies’strengthofcommitment.Inordertoassistgovernmentsandguideindustry, the StanMarkprojectundertookaseriesofpolicyandresearchmeetingsinvolvingexpertsandofficialsfromcountriesinEuropeandNorthAmerica,fundedunder the PilotProjectsprogrammeof the EuropeanUnion’sExternalAffairsService3.Fromthesemeetingsaseriesofproposalsweregeneratedand are presentedhere for use by WHOmemberstategovernments. For cross‐bordermarketingitisintendedthat the foodandadvertisingindustrieswillrecognise the advantagesofacommon,universalsetofstandardsapplicabletoallcompaniesandwhichcanprotectchildrenacross the globe. The standardsproposed are basedon the WHOrecommendations,whichidentifyboth‘exposure’and‘power’asindependentfactorsdetermining the effectivenessofmarketingmessages. The StanMarkprojectproposes the following:• ... acids, free sugars, or salt, to children. 4. Governments should set clear definitions for the key components of the policy, thereby allowing for a standard implementation process. The setting...