Neville Rigby Director of Policy and Public Affairs

1. Responsibility in marketing and media La responsabilidad en el marketing y los medios de comunicación masiva Neville RigbyDirector of Policy and Public Affairs International Association for the Study of Obesity IOTF March 25 - HEALTH AND NUTRITION SUMMIT CHILE 2008 - “PREVENTION OF NUTRITION/DIET PHYSICAL ACTIVITY RELATED CHRONIC DISEASES ”

2. Responsibility of the Marketing /Advertising industry, Mass Media, Social Communication and Consumers in the Prevention of Obesity and related Chronic Diseases La responsabilidad del márketing y publicidad, medios masivos, comunicación social y consumidores en la prevención y control de Enfermedades Cronicas

3. Kicking off with social communication Puntapié inicial de la comunicación social

4. Armchair football

5. How the EU and UEFA tackled obesity • The European Commission’s health and consumer division sponsored TV advertising campaign during the UEFA Champions League football match series. • 30 second advertisements screened at half time during 111 matches on 60 European TV stations. • No follow up and no evaluation. • No data on how a brief advertising campaign could have any significant effect on population behaviour.

6. Social marketing – zero effect?Comunicación social – Ningún efecto? “If you just run some advertising and then forget about it, it’s going to have zero effect.” Si hace publicidad y luego no hace nada mas, esto no va a tener ningún efecto    If we’re seeing obesity as a societal problem, it could be a decade before it shows results.” Si se ve la obesidad como una problema de la sociedad, puede pasar mas de una década ante de se vean resultados Hamish Pringle, Director General of the Institute of Practitioners in Advertising, UK quoted on the UK’s £75m advertising campaign on obesity. - International Herald Tribune Feb 10 2008

7. Analysis of a major social communication programme • The BBC’s largest ever health campaign • Dedicated programmes over seven weeks • Promotion on local and national radio and TV • Aimed at "motivating behavioural change." • The BBC informed every health authority to collaborate with health professionals. BARB analysis of audience size for each of the FFFF TV programmes; Wardle et al, Health Education Research 2001

8. £2m budget for intense media campaign • The BBC’s largest ever health campaign - £2m budget • Dedicated programmes over seven weeks • Promotion on local and national radio and TV • Aimed at "motivating behavioural change." • The BBC informed every health authority to collaborate with health professionals. BARB analysis of audience size for each of the FFFF TV programmes; Wardle et al, Health Education Research 2001

9. Awareness / Behaviour …mass-media health campaigns can enhance knowledge and awareness of health-related issues.…evidence that they can stimulate behaviour change is less convincing. The people who appeared to gain least from the campaign were those from ethnic minority groups. The other groups left relatively untouched by the campaign were those who were overweight or obese…. The majority of the British population had heard of the campaign, many watched the TV programmes, and most correctly recalled the lifestyle change message. On the present evidence, fewer than 1% actively participated, indicating a huge gulf between awareness and behaviour. Wardle et al, Health Education Research 2001

10. Mass Media - Medios masivos • The mass media can create awareness – but not understanding • Los medios masivos pueden aumentar la conciencia pero no la comprensión del problema • Messages in the media are not always consistent. Many articles may question or counteract important health messages.

11. Global media– 60,000+ articles in English

12. Aproximadamente 2 millones resultados para obesidad

13. Consumer choice?

14. Level playing field for consumers? Neuroscience uses magnetic resonance imaging scanners to track brain responses to taste and packaging stimuli. Marketing the ‘brand image’ changes how the brain responds when given an emotional cue. An estimated 3,000 artificial food technology flavourings developed to ‘market’ taste to consumers

15. Eye-Tracking Technology Measures attraction to products

16. Less than 1 in 3 new products are ‘healthier’ Source Fighting Obesity: Food and drink NPD strategies in weight prevention, management and loss Business Insights in association with Europanel 2006

17. Even less for children………. Source Fighting Obesity: Food and drink NPD strategies in weight prevention, management and loss Business Insights in association with Europanel 2006

18. Self regulation and child-targeted products Source Fighting Obesity: Food and drink NPD strategies in weight prevention, management and loss Business Insights in association with Europanel 2006

19. Responsibility of the Marketing /Advertising industry, La responsabilidad de las Empresas de márketing/mercadeo y publicidad

20. Growth in marketing in Spanish language in the USA Crecimiento del markéting en español en los Estados Unidos Source: Nielsen Monitor-Plus

21. Evidence of effectiveness of a voluntary approach to marketing to children • USA - Better Business Bureau – Children’s Advertising Review Unit

22. 1961National Association of Broadcasters' first adopted self-regulatory toy TV advertising guidelines. 1970sAction for Children's Television (ACT) calls on FCC and FTC to prohibit or limit TV advertising directed at children.

23. 1961National Association of Broadcasters' first adopted self-regulatory toy TV advertising guidelines. 1970sAction for Children's Television (ACT) calls on FCC and FTC to prohibit or limit TV advertising directed at children. • 1974Federal restrictions on TV adverts which: • Limit adverts to 12 min/hr weekdays and 9.5 min/hr at weekends • Separate content from commercials • Require identified commercial break 1978 FTC proposes to ban or severely restrict all TV advertising to children, arguing that it is “inherently unfair and deceptive” Strong resistance

24. 1961National Association of Broadcasters' first adopted self-regulatory toy TV advertising guidelines. 1970sAction for Children's Television (ACT) calls on FCC and FTC to prohibit or limit TV advertising directed at children. • 1974Federal restrictions on TV adverts which: • Limit adverts to 12 min/hr weekdays and 9.5 min/hr at weekends • Separate content from commercials • Require identified commercial break 1978 FTC proposes to ban or restrict all TV adverts to children, “inherently unfair and deceptive Industry opposed 1980 Congress passes FTC ‘Improvements Act’ to: Remove FTC’s authority to restrict advertising

25. 1961Self reg on toys. 1970sACT calls for ban on children’s ads 1974Federal limits 1978 FTC ‘Kid Vid’ ban Industry opposed 1980 FTC barred from acting.

26. 1961Self reg on toys. 1970sACT calls for ban on children’s ads 1974Federal limits 1978 FTC ‘Kid Vid’ ban Industry opposed 1980 FTC barred from acting. 1990Children's Television Act limits commercials on children’s TV to 1 in every 5 minutes

27. 1961Self reg on toys. 1970sACT calls for ban on children’s ads 1974Federal limits 1978 FTC ‘Kid Vid’ ban Industry opposed 1980 FTC barred from acting.

28. 1961Self reg on toys. 1970sACT calls for ban on children’s ads 1974Federal limits 1978 FTC ‘Kid Vid’ ban Industry opposed 1980 FTC barred from acting.

29. CDC Warns 1 in 3 children will develop Type 2 diabetes 1961Self reg on toys. 1970sACT calls for ban on children’s ads 1974Federal limits 1978 FTC ‘Kid Vid’ ban Industry opposed 1980 FTC barred from acting.

30. USA - Children's Food and Beverage Advertising Initiative • A voluntary self-regulation program with many of the nation's largest food and beverage companies as participants. • Designed to shift the mix of advertising messaging to children to encourage healthier dietary choices and healthy lifestyles. • Participants include • Burger King Corp.; Cadbury Adams, USA, LLC; Campbell Soup Company, The Coca-Cola Company, General Mills, Inc.; The Hershey Company, Kellogg Company, Kraft Foods Inc.; Mars, Inc.; McDonald's USA, PepsiCo, Inc. and Unilever United States. • These corporations occupy two-thirds of the market for children's food and beverage television advertising.

31. Disadvantage of voluntary approach • Although some companies agree they should limit marketing to children, not all do • Standards are low • Voluntary regulation may reflect existing market profiles • Children under 12 still considered legitimate ‘targets’ • Self-regulation “healthy” labels may actually have up to 35% fat and 25% sugar • Few restrictions if children are watching with other adults • Free for all on the internet

33. Messages to children take many forms David Beckham = soft drinks Gary Lineker = potato crisps

34. The environmental challenge

35. International Chamber of Commerce code • As children are consumers of food and beverages, they are legitimately a focus of marketing and have the right to information about the products that interest them. • However, because of their lack of experience as consumers, young children deserve especially careful treatment by marketers in any commercial communications directed to them. • ICC recognizes that children constitute an audience with a more limited capacity to assess information in marketing communication, which is why specific provisions on marketing communications to children are included in ICC guidelines and codes.

36. EU Platform for action on diet, activity and health • A forum for action on obesity • Industry groups have made voluntary commitments • UNESDA - soft drink companies will not advertise to children <12 • Other food industry pledges vary from not marketing ‘directly’ to children aged 12, 8, or sometimes 6 - unless the product is considered by the manufacturer to be ‘healthy’ • Concern that the Platform is restricted and cannot deal with 90% of the actions by industry that impact on obesity • Food industry groups unable to deliver commitment from all members or across the entire marketplace

37. Marketing to children in Europe In France, UK, Italy, Germany and Spain during children’s airtime: ONE FOOD COMMERCIAL IS BROADCAST EVERY 5 MINUTES This means 33,000 commercials per year. About 60% of food advertising is programmed in children’s airtime 4-9 pm About 40% of big-6 category TV advertising (Soft drinks, confectionary, snacks, fast food, convenience food, cereals) is in children’s airtime. Source: The Effect of Advertising and Marketing Practices on Child Obesity Barnabè D et al, Policy Department Economic and Scientific Policy, European Parliament. February 2008

38. Marketing experts are concerned Internet marketing standards criticised “While the regulators, or even the industry itself in various countries, through self-regulation, has regulated advertising to children and pledged responsible marketing to this segment, the same advertisers appear to forget the promises as soon as they are advertising online. As such, they are in breach of the spirit of the current self-regulatory provisions that apply to other forms of marketing communications. “Failure of the industry to ensure exemplary behaviour from its members across all forms of marketing communication may lead to the imposition of restrictions if not outright bans on marketing activity directed at children.” Source: Analysing Advergames: Active Diversions or Actually Deception, Dahl et al Middlesex University Business School 2006

39. You need to drink only 227 bottles to win junior sports kit

40. Controlling marketing is part of a societal solution Children should be protected from marketing techniques, Including internet, viral marketing, in‐school promotions, and on‐site promotions as well as existing television marketing. It should become a social norm not to market to children. Governments should regulate to support those already adopting voluntarily approaches and to ensure adherence. The evidence for marketing restrictions is compelling for pre teenage years, but the precautionary principle should apply to teenagers, who are particularly vulnerable to the impact of marketing psychology and media influences on adolescent behaviour and development. It should be emphasized that the Convention on the Rights of the Child specifies children as those under 18 years. In addition special care is also needed in relation to the presumed benefits of social marketing, which does not take into account the poor understanding of the less educated and more vulnerable members of society, and is unlikely to compete with the huge marketing investment of the private sector.

41. MARKETING: Children should be protected from marketing techniques, Including internet, viral marketing, in‐school promotions, and on‐site promotions as well as existing television marketing. It should become a social norm not to market to children. Governments should regulate to support those already adopting voluntarily approaches and to ensure adherence. The evidence for marketing restrictions is compelling for pre teenage years, but the precautionary principle should apply to teenagers, who are particularly vulnerable to the impact of marketing psychology and media influences on adolescent behaviour and development. It should be emphasized that the Convention on the Rights of the Child specifies children as those under 18 years. In addition special care is also needed in relation to the presumed benefits of social marketing, which does not take into account the poor understanding of the less educated and more vulnerable members of society, and is unlikely to compete with the huge marketing investment of the private sector.

42. What type of action is needed? IOTF Sydney Principles 2006 • The rights of children to safe, nutritious food. • Protect children from commercial exploitation. • Commercial-free schools, child care etc. • Cross-border control by international agreements. • Statutory control for a high level of protection. • Evaluate. Monitor. Enforce. • Commercial promotions of all types…

43. CODIGO INTERNACIONAL PARA EL MERCADEO DE BEBIDAS Y ALIMENTOS PARA LOS NIÑOS 2008

44. Recommendations for an International Code on Marketing of Foods and Non-Alcoholic Beverages to Children Recomendaciones del código internacional sobre la comercialización de alimentos y bebidas no alcohólicas dirigida a niños y niñas

45. Marketing – 3 important considerations • The importance of restricting the promotion of HFSS products whilst enabling the promotion of foods in line with WHO dietary recommendations* • The public health imperative to ensure that ALL children are protected. • The importance of ensuring that all forms of current and potential promotional marketing techniques are included.* Diet, Nutrition and the Prevention of Chronic Diseases – Report of a Joint WHO/FAO Expert Consultation WHO Technical Report 916, 2003

46. No promotion of HFSS foods • No marketing to children of energy-dense, nutrient poor foods that are high in fat, sugar or salt and brands associated with such foods. • Definition of energy-dense, micro-nutrient poor foods that are high in fat, sugar or salt and brands associated with such foods for the purpose of implementing this Code shall be based on dietary recommendations established by WHO and defined by nutrient profiling. • WHO should propose an international approach to the define foodsthat are high in fat, sugar or salt

47. Recommended TV and broadcasting controls • Applies to both the absolute number of children likely to be watching and number of children as a proportion of the overall audience shall be taken into account. • Includes all advertisements and promotions broadcast between the hours of 06.00 and 21.00 • Existing legal restrictions apply in many countries including Norway, Sweden, Quebec, Canada, and more limited restrictions apply in the UK, Ireland, France etc.

48. Key factors on other marketing • the use of celebrities to appeal to children • the use of cartoon characters including brand owned and licensed • the inclusion of free gifts, toys or collectible items with appeal to children • the use of competitions, vouchers or games with appeal to children • the shape or novelty value of the food or food packaging • sponsorship of materials, products, people, events, projects, cultural, artistic or sporting activities or places popular with children or with a significant child audience

49. Indirect advertising to parents or adults • HFSS foods shall not be promoted to adults as being suitable for children or imply: • that an adult who purchases such a food is a better, more intelligent, more caring or more generous adult than one who does not do so • that the child they are responsible for, when fed these products, will be more intelligent and gifted • that a balanced and varied diet cannot provide adequate quantities of nutrients in general

50. Monitoringand enforcement Governments and WHO should monitor implementation of a code. Manufacturers should monitor their marketing practices to ensure they conform NGOs, professional groups, institutions and individuals should be watchdogs Consumers have a private right of action to challenge violations of the Code. Marketing and advertising staff should be informed of their responsibilities under the code. Member States should notify WHO of steps to implement the Code. WHO should report to Member States at the World Health Assembly on progress in implementation WHO should provide technical support to Member States in preparing national legislation