Generation Excess transatlantic food policy approaches to tackling obesity Industry perspective: How we can be par

1. �Generation Excess � transatlantic food policy approaches to tackling obesity��Industry perspective: How we can be part of the solution�Translatlantic Consumer Dialogue, Brussels, 3 February 2004

2. Agenda Background on WFA WHO draft strategy/TACD resolution WFA member actions WFA work � what we bring to the table

3. Who we are WFA represents advertisers both in Europe and world-wide 46 national advertising associations and 30 of top 100 global advertisers Mission: defend freedom to advertise responsibly

4. WFA believes in engagement Dialogue is not an empty promise � we want to find common ground No miracle solution Advertisers can and must contribute positively to support government objectives

5. No Quick-fix solution

6. Business is about consumers No consumer confidence, no business Advertisers recognise that the environment in which they are operating has changed Business practice, including advertising, must also change to recognise the new reality

7. Draft WHO strategy �Food advertising affects food choices and influences dietary habits. Food and beverage advertisements should not exploit children�s inexperience or credulity. Messages that encourage unhealthy dietary practices or physical inactivity should be discouraged, and positive, healthy messages encouraged.� �Policies should support healthy diets at school and limit the availability of products high in salt, sugar and fat.� �Media literacy skills, starting with primary school, are important to counter food fads and misleading dietary advice.�

8. TACD calling for action �TACD calls on the EU and US government to recognise the potential health impact of food advertising and review existing codes of practice and/or regulations on advertising of food to ensure that advertising supports, rather than undermines, nutrition and public health goals.� �In particular, advertisements, either individually or collectively, should not encourage excessive consumption of foods that are high in fat, sugar and/or salt.� �Advertising of high calorie, energy-dense, nutrient poor foods should be restricted during television programming commonly viewed by significant numbers of children.�

9. Advertisers are responding Jan 2004 � Coke announces changes to vending practices, including branding and content of machines Dec 2003 � Consumer communications principles Sept 2003 � Introduction of salads menu, fruit and milk with Happy Meals July 2003 � Announcement of cap on portion sizes, end to in-school marketing June 2003 � Trans fats removed from some products

10. WFA � playing its part WFA working in four ways towards changing advertisers behaviour: Raise awareness in the advertising industry and advertisers Strengthen SR codes, specifically on food advertising and children (e.g., BVP, EASA) Support media literacy programmes Support public health campaigns (e.g., Australia)

11. Strengthening self-regulation WFA seeking European / global best practice: Portraying moderation of consumption in advertising Contribute positively towards children�s development of sound nutritional practices Supporting parental authority and advice about nutrition Portraying healthy meals and moderate snacking Portraying active lifestyles

12. Self-regulation must have teeth "Successful self-regulation can effectively offer a higher level of consumer protection that the basics set down in law.� "OFT's view is that self-regulation should be just that and a successful code approval or self-regulatory regime will effectively self-police, through rigorous compliance monitoring and independent disciplinary procedures backed by appropriate sanctions.� Christine Wade, Director of codes at the UK's Office of Fair Trading stated:

13. Media literacy programmes

14. Media Smart UK Canadian model Supported by UK government, OFCOM and European Commission European rollout Top media literacy experts drafting, industry supplies materials National Confederation of Parent Teacher Associations (NCPTA) Research shows teachers want to help children understand ads

15. Ads can change attitudes

16. Lets work together Agree to disagree on some issues, but work together on others Build long-term dialogue