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... Newtechnology16
3.Proposedstandards18
Standard1:Specifyingthe
foods and beverages 18
Standard2:Agegroups18
Standard3:Mediausedformarketingmessages 19
Standard4:Marketingmethods19
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Proposedstandards
Asnotedearlier,theobjectiveofuniversalstandardsistoinstituteruleswhichachieve
maximumprotectionwhileremainingpractical and economicalinapplication.Althoughit
couldbeproposed that childrenshouldnotbeexposedtoanymarketing,thepresent
documenttakesa‘risk‐based’approachtoreducingexposuretothemarketingoffood and
beverageproductswhoseregularconsumptionisliabletoincreasetheriskofnon‐
communicablediseases.
Furthermore,itisimportanttoidentifyexamplesofhighstandardsforcross‐border
marketingwhichhavebeenproposedasaresultofconsensus‐buildingbyreputable
agencies,thusindicating that suchstandardsarefeasible,practical and economical.
Inthissectionweproposestandardsbasedonaresponsibleapproachtomarketingonthe
understanding that childrenshouldnotbesubjectedtoinducementstoconsumeproducts
which,ifconsumedroutinely,arelikelytobedetrimentaltotheirhealth.Whereavailable
weshowexamplesoftheuseofsimilarstandardsinothersectors.
Standard1:Specifyingthe foods and beverages
Issue:Thepromotionofsome foods and beveragescanunderminechildren’sdietaryhealth.
Proposal:Riskreductionmeanspromotingonlythosefood and beverageproductswhich
conformtonationaldietaryguidelines and internationalstandardssupportingtheWHO
GlobalStrategyonDiet,PhysicalActivity and Health
29
.
Ahighstandard:Food and beveragesshouldbecategorisedaccordingtoavalidated
nutrientprofilingsystem.ExamplesmayincludetheUKOfcommodelusedtoregulate
advertisingontelevision,
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theNordicKeyholefoodcategorisationmodel,
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ortheproposals
fromtheUSInteragencyWorkingGroup
32
.
Standard2:Agegroups
Issue:Somemarketingworksbelowconsciouscontrol.Evenwhenchildren and adolescents
areawareofmarketing,theymaybetrusting and uncriticalofthemessages.Medialiteracy
doesnotreducemarketingmessageimpact.
Proposal:Riskreductionmeanspromotingonlytothosepersonswhohavereachedanage
whentheyarelegallyconsideredtobecompetentenoughtoprotecttheirownwelfare.
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/ and see
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
forMarketingFoodtoChildren.Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm
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tobaccouseeitherdirectlyorindirectly’.Itspecifiesall‘advertising,promotion and
sponsorship’.Forbreast‐milksubstitutes,theInternationalCode
37
specifies that controls
applyto‘productpromotion,distribution,selling,advertising,productpublicrelations, and
informationservices’.Thesephrasescanbeadaptedwiththeadditionof‘abletoinfluencea
child’.
Standard5:Useofbrands
Issue:Products and mediamaycarryabrandidentityforacompanylinkedtofoodor
beverageproductswithoutspecifyingafoodorbeverageorgivinganexplicitmarketing
message.
Proposal:Riskreductionmeansbrandswithrecognisablelinkstofood and beverage
productsneedtobetreatedasiftheywerepromotingthefoodorbeveragetowhichthey
areassociated.
Ahighstandard:Acomprehensiveapproachrestrictstheuseofbrandpromotionlikelyto
influencechildrenwhen that brandhasarecognisableassociationwithfood and drink
productssubjecttomarketingrestrictions.Wherebrandslinktomultipleproducts,the
assumptionshouldbe that thebrandispromotingthemostfamiliarorhighestsellingofits
products.ProposalsfromtheAustralianObesityPolicyCoalitionsuggest that brandsshould
berestrictedunlesstheyarebeingusedinapromotionfora healthy foodproductor
range.
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‘Brand’meansthenameofafoodorbeverageproductorrangeofproducts,orthe
manufacturerordistributorthereof,oranyotherwords,designsorimages that areclosely
associatedwithsuchproducts.
Standard6:Settings and locations
Issue:Authoritiesresponsibleforstandardswherechildrenaregathered,suchasschools
and childcarefacilities,haveadutytoensure that nothingprejudicesachild’swellbeing.
Proposal:Riskreductionmeans that allsettingswherechildrengathershouldbefreefrom
thepromotionofspecifiedfood and beverages,includingbrands,logos,vouchers and gifts
associatedwithsuchproducts.
Ahighstandard:Acomprehensiveapproachavoidstheneedtospecifyeverypossible
setting.TheWHORecommendationsstate“settingsinclude,butarenotlimitedto,
nurseries,schools,schoolgrounds and pre‐schoolcentres,playgrounds,family and child
clinics and paediatricservices, and duringanysporting and culturalactivities that areheld
onthesepremises”.
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Foralcohol,theCityofSanDiego,California,adoptedanordinancein
October2000whichprohibitsadvertisingalcoholonanybillboardwithin1,000feetofany
37
http://www.who.int/nutrition/publications/code_english.pdf
38
http://www.opc.org.au/downloads/positionpapers/Protecting‐children‐email1_FINAL_13.04.11.pdf
39
http://www.who.int/dietphysicalactivity/marketing‐food‐to‐children/en/index.html
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