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... 21
school,playground,recreationcentreorfacility,childcarecentre,arcade,orlibrary.
40
There
arealsomanyexamplesoflocation‐basedtobaccocontrols.
41
Standard7:Accountability
Issue:Marketingmessagesareproducedanddistributedbydiversestakeholdersincluding
foodproducers,manufacturers,importersorsellers,advertisingagencies,media
companies,mediadistributorsandretailers,webcontenthosts,webaccessprovidersand
websearchengines.
Proposal:Riskreductionrequiresthatadutyofcareandattention to theprotectionof
childrenandadolescentsshouldbeexercisedbyallpartiesinthedisseminationof
marketingmessages.
Ahighstandard:Acomprehensiveapproachwouldholdallpartiesinvolvedinconveyinga
marketingmessage to beaccountable.Forsponsorshipmediathisincludessportsevent
hosts.Forpromotionaltechniquesembodiedinafoodproductthis
includesimporters,
retailersandcaterers.Cross‐bordermarketingstandardsneed to beenforceablethrough
internationalagreementswithsanctions.Examplesofpossiblestandard‐settingmechanisms
includeWHOhealthregulations,ISOstandardsandCodexAlimentariusstandards.
40
http://business.highbeam.com/410209/article‐1G1‐204543912/alcohol‐advertising‐billboards‐transit‐
shelters‐and
41
http://tobaccodocuments.org/women/2080811374‐1392.html.
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
2
• ... Childrenarepersonswhohavenotyetreachedanagewhentheyarelegallyconsidered
to becompetent to protecttheirownwelfare.
• Foods to bepromotedarethoseproductswhichconform to nationalandinternational
dietaryguidelinessupportingWHO’sGlobalStrategy to preventobesityandchronic
disease.
• ... 21
school,playground,recreationcentreorfacility,childcarecentre,arcade,orlibrary.
40
There
arealsomanyexamplesoflocation‐basedtobaccocontrols.
41
Standard7:Accountability
Issue:Marketingmessagesareproducedanddistributedbydiversestakeholdersincluding
foodproducers,manufacturers,importersorsellers,advertisingagencies,media
companies,mediadistributorsandretailers,webcontenthosts,webaccessprovidersand
websearchengines.
Proposal:Riskreductionrequiresthatadutyofcareandattention to theprotectionof
childrenandadolescentsshouldbeexercisedbyallpartiesinthedisseminationof
marketingmessages.
Ahighstandard:Acomprehensiveapproachwouldholdallpartiesinvolvedinconveyinga
marketingmessage to beaccountable.Forsponsorshipmediathisincludessportsevent
hosts.Forpromotionaltechniquesembodiedinafoodproductthis
includesimporters,
retailersandcaterers.Cross‐bordermarketingstandardsneed to beenforceablethrough
internationalagreementswithsanctions.Examplesofpossiblestandard‐settingmechanisms
includeWHOhealthregulations,ISOstandardsandCodexAlimentariusstandards.
40
http://business.highbeam.com/410209/article‐1G1‐204543912/alcohol‐advertising‐billboards‐transit‐
shelters‐and
41
http://tobaccodocuments.org/women/2080811374‐1392.html.
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
2
•...