Ngày tải lên :
18/02/2014, 02:20
... Childrenarepersonswhohavenotyetreachedanagewhentheyarelegallyconsidered
tobecompetenttoprotecttheirownwelfare.
ã Foodstobepromotedarethoseproductswhichconformtonationalandinternational
dietaryguidelinessupportingWHOsGlobalStrategytopreventobesityandchronic
disease.
ã ... 1
Summary
Duringthelastdecadeconsumergroups,parentsandteachersbodies,andpublichealth
advocacyorganisationshavecalledforgreatercontrolonthemarketingoffoodsand
beveragestochildren.Anumberofauthoritativereportshavehighlightedtheneedto
restrictsuchmarketingtoensurethatchildrenarenotundulyinfluencedtoconsumefoods
highinfats,sugarandsalt.A2009reviewofregulations(thePolMarkstudy
1
)suggestedthat
successfulregulationrequiredgovernmentleadershipwithspecifiedtimelinesandclear,
measurableobjectives.In2010theWorldHealthAssemblypassedaResolutionwhichurged
memberstatestointroducecontrolsonthemarketingoffoodsandbeveragestochildren,
andissuedasetofRecommendationsidentifyingtheapproachesthatcouldbetaken
2
.
Theseincreasingcallsforactionhaveledtoaseriesofpolicyresponses,including
governmentledvoluntaryagreementswithindustryandstatutoryregulation.Ofparticular
importanceistheresponseofleadingfoodandbeveragecompanies,whohaveproposed
theproposedaseriesofcompanyledpledgestoreducetheirmarketingactivitiesdirected
atchildren.Thesepledgescovertypesofmarketingpracticewhichmaylieoutsidethe
traditionalindustrywidecodesofconductandnationalregulationsonadvertising.
However,comparisonofdifferentcompanypledgesandstatementsshowsadegreeof
inconsistency,asshowninthisreport,whichmakesevaluationoftheimpactofthepledges
hardtoassess.Furthermorethereappeartobelapsesintheadherencetothesepledges
withinEurope,andevidencethattheyarenotappliedinotherregions(givingrisetooff
shoremarketingtoEuropeanchildrenviatheinternet)socallingintoquestionthe
companiesstrengthofcommitment.
Inordertoassistgovernmentsandguideindustry,theStanMarkprojectundertookaseries
ofpolicyandresearchmeetingsinvolvingexpertsandofficialsfromcountriesinEuropeand
NorthAmerica,fundedunderthePilotProjectsprogrammeoftheEuropeanUnions
ExternalAffairsService
3
.
Fromthesemeetingsaseriesofproposalsweregeneratedandarepresentedhereforuse
byWHOmemberstategovernments.Forcrossbordermarketingitisintendedthatthe
foodandadvertisingindustrieswillrecognisetheadvantagesofacommon,universalsetof
standardsapplicabletoallcompaniesandwhich
canprotectchildrenacrosstheglobe.
ThestandardsproposedarebasedontheWHOrecommendations,whichidentifyboth
exposureandpowerasindependentfactorsdeterminingtheeffectivenessofmarketing
messages.TheStanMarkprojectproposesthefollowing:
ã ... 18
Proposedstandards
Asnotedearlier,theobjectiveofuniversalstandardsis to instituteruleswhichachieve
maximumprotectionwhileremainingpracticalandeconomicalinapplication.Althoughit
couldbeproposedthatchildrenshouldnotbeexposed to anymarketing,thepresent
documenttakesa‘risk‐based’approach to reducingexposure to themarketingoffoodand
beverageproductswhoseregularconsumptionisliable to increasetheriskofnon‐
communicablediseases.
Furthermore,itisimportant to identifyexamplesofhighstandardsforcross‐border
marketingwhichhavebeenproposedasaresultofconsensus‐buildingbyreputable
agencies,thusindicatingthatsuchstandardsarefeasible,practicalandeconomical.
Inthissectionweproposestandardsbasedonaresponsibleapproach to marketingonthe
understandingthatchildrenshouldnotbesubjected to inducements to consumeproducts
which,ifconsumedroutinely,arelikely to bedetrimental to theirhealth.Whereavailable
weshowexamplesoftheuseofsimilarstandardsinothersectors.
Standard1:Specifyingthefoodsandbeverages
Issue:Thepromotionofsomefoodsandbeveragescanunderminechildren’sdietaryhealth.
Proposal:Riskreductionmeanspromotingonlythosefoodandbeverageproductswhich
conform to nationaldietaryguidelinesandinternationalstandardssupportingtheWHO
GlobalStrategyonDiet,PhysicalActivityandHealth
29
.
Ahighstandard:Foodandbeveragesshouldbecategorisedaccording to avalidated
nutrientprofilingsystem.ExamplesmayincludetheUKOfcommodelused to regulate
advertisingontelevision,
30
theNordicKeyholefoodcategorisationmodel,
31
ortheproposals
fromtheUSInteragencyWorkingGroup
32
.
Standard2:Agegroups
Issue:Somemarketingworksbelowconsciouscontrol.Evenwhenchildrenandadolescents
areawareofmarketing,theymaybetrustinganduncriticalofthemessages.Medialiteracy
doesnotreducemarketingmessageimpact.
Proposal:Riskreductionmeanspromotingonly to thosepersonswhohavereachedanage
whentheyarelegallyconsidered to becompetentenough to protecttheirownwelfare.
29
WorldHealthOrganization,2004See
http://www.who.int/entity/dietphysicalactivity/strategy/eb11344/strategy_english_web .pdf
30
UKOfficeofCommunications(Ofcom)2007.See
http://stakeholders.ofcom.org.uk/consultations/foodads_new/statement/andsee
http://collections.europarchive.org/tna/20100927130941/http://food.gov.uk/healthiereating/advertisingtochi
ldren/nutlab/nutprofmod
31
Seehttp://www.slv.se/en‐gb/Group1/Food‐and‐Nutrition/Keyhole‐symbol/
32
FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples
forMarketingFood to Children.Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm
...