Food and Bev CEOs Commit to Marketing Policy
CEOs from some of the world’s leading food and non-alcoholic beverage companies1 and members of the International Food & Beverage Alliance (IFBA), have unveiled enhanced global commitments in the field of food and non-alcoholic beverage marketing to children.
The commitments form part of a broader package of measures sent in a letter to World Health Organization Director General Dr Margaret Chan, which will guide companies’ health and wellness strategies over the coming years.
Based on recommendations from the World Health Organization as well as national governments and other organizations designed to improve global health, the package includes a commitment to product reformulation and innovation as well as a common global approach to the provision of nutrition information on pack, at point of sale and through other channels by the end of 2016.
It also includes an expansion of IFBA’s global marketing policy, in place since 2009, which specified that members would only advertise products that meet “better-for-you” criteria or refrain from all product marketing to children under 12 years old. The policy covers TV, print, schools, the internet and company-owned web sites.
The enhanced 2014 policy strengthens the policy in three core areas.
--Firstly, the expanded global policy will cover virtually all media, including radio cinema, direct marketing, mobile and SMS marketing, interactive games, DVD/CD-ROM and product placement.
--Secondly, the new policy will ensure that use of certain marketing techniques, such as licensed characters, movie tie-ins and celebrities that appeal to children under 12, in product marketing communications that are primarily directed to children under 12, are only for products meeting the “better-for-you” criteria.
--Finally, under the previous policy and in the absence of one single global set of nutritional guidelines, the companies that advertise “better-for-you” products to children under 12 defined their own nutrition criteria, based on acceptable international and national guidelines. Members now commit to working towards harmonizing nutrition criteria to ensure that “better for you” foods are based on robust common standards, as part of expanding pledge efforts on a regional or national basis as they have already done in a number of countries, including in the European Union, the U.S.A. and Singapore.
These new standards for marketing to children, which come into force by the end of 2016, will constitute the minimum global criteria for all IFBA companies.
“The major food and beverage companies have strict controls in place on how they communicate with younger audiences. This latest strengthening of the IFBA global policy demonstrates the extent to which IFBA members are taking their responsibilities seriously when it comes to marketing to children,” says Stephan Loerke, managing director of the World Federation of Advertisers.
Importantly, these criteria will be used to update local “pledge program” initiatives, which are based on the IFBA global policy but which also bring in local companies in order to extend market coverage.
Local “pledge programs” are already in place in over fifty markets worldwide representing roughly three billion of the world’s population, including Australia, Canada, the EU, the Gulf Cooperation Council, India, Malaysia, Singapore, South Africa, Turkey and the U.S.A. Local schemes extend policy coverage well beyond IFBA membership. For example, the EU Pledge covers over 80 percent of the market while the US Children’s Food and Beverage Initiative covers roughly 80 percent of food marketing spend in the United States.
IFBA commits to independently monitoring compliance with these new commitments.
The updated global IFBA policy on marketing to children can be downloaded here. The letter to Dr. Chan can be accessed here.
1 The Coca-Cola Company, Ferrero, General Mills, Grupo Bimbo, Kellogg, Mars, McDonald’s, Mondelez International, Nestl, PepsiCo & Unilever
The commitments form part of a broader package of measures sent in a letter to World Health Organization Director General Dr Margaret Chan, which will guide companies’ health and wellness strategies over the coming years.
Based on recommendations from the World Health Organization as well as national governments and other organizations designed to improve global health, the package includes a commitment to product reformulation and innovation as well as a common global approach to the provision of nutrition information on pack, at point of sale and through other channels by the end of 2016.
It also includes an expansion of IFBA’s global marketing policy, in place since 2009, which specified that members would only advertise products that meet “better-for-you” criteria or refrain from all product marketing to children under 12 years old. The policy covers TV, print, schools, the internet and company-owned web sites.
The enhanced 2014 policy strengthens the policy in three core areas.
--Firstly, the expanded global policy will cover virtually all media, including radio cinema, direct marketing, mobile and SMS marketing, interactive games, DVD/CD-ROM and product placement.
--Secondly, the new policy will ensure that use of certain marketing techniques, such as licensed characters, movie tie-ins and celebrities that appeal to children under 12, in product marketing communications that are primarily directed to children under 12, are only for products meeting the “better-for-you” criteria.
--Finally, under the previous policy and in the absence of one single global set of nutritional guidelines, the companies that advertise “better-for-you” products to children under 12 defined their own nutrition criteria, based on acceptable international and national guidelines. Members now commit to working towards harmonizing nutrition criteria to ensure that “better for you” foods are based on robust common standards, as part of expanding pledge efforts on a regional or national basis as they have already done in a number of countries, including in the European Union, the U.S.A. and Singapore.
These new standards for marketing to children, which come into force by the end of 2016, will constitute the minimum global criteria for all IFBA companies.
“The major food and beverage companies have strict controls in place on how they communicate with younger audiences. This latest strengthening of the IFBA global policy demonstrates the extent to which IFBA members are taking their responsibilities seriously when it comes to marketing to children,” says Stephan Loerke, managing director of the World Federation of Advertisers.
Importantly, these criteria will be used to update local “pledge program” initiatives, which are based on the IFBA global policy but which also bring in local companies in order to extend market coverage.
Local “pledge programs” are already in place in over fifty markets worldwide representing roughly three billion of the world’s population, including Australia, Canada, the EU, the Gulf Cooperation Council, India, Malaysia, Singapore, South Africa, Turkey and the U.S.A. Local schemes extend policy coverage well beyond IFBA membership. For example, the EU Pledge covers over 80 percent of the market while the US Children’s Food and Beverage Initiative covers roughly 80 percent of food marketing spend in the United States.
IFBA commits to independently monitoring compliance with these new commitments.
The updated global IFBA policy on marketing to children can be downloaded here. The letter to Dr. Chan can be accessed here.
1 The Coca-Cola Company, Ferrero, General Mills, Grupo Bimbo, Kellogg, Mars, McDonald’s, Mondelez International, Nestl, PepsiCo & Unilever