Food Fables

1. Food Fables Sue Davies Chief Policy Adviser

2. Food Fables • Our research • Overall findings • Examples of company practices • Conclusions

3. Strong support for action • 86% of parents think that the Government should do more to control the way unhealthy foods are marketed to children

4. Our research • We looked at leading food company policies: • Burger King, Cadbury Schweppes, Coca Cola, Haribo, Kellogg’s, KFC, Kraft, Masterfoods, McDonald’s, Nestlé, PepsiCo, Weetabix • We monitored their marketing practices for six months – March to August • We focused on foods high in fat, sugar and salt • We talked to children • 26 five to nine year olds (paired in-depth interviews) • 24 fourteen to fifteen year olds (group discussions)

5. Overall findings – company policies • Some policies were too narrow to prevent the use of all irresponsible marketing methods • Some were too general or vague • Usually apply to younger children only • Some policies contain caveats such as not marketing ‘primarily’ to certain age groups or ‘where they are the majority of the audience’ • Some policies allow marketing to parents, not children but the distinctions can be blurred • In some cases, marketing practice contradicted the stated policy

6. Some examples:Cadbury Schweppes • What they say: • ‘Do not advertise to children under eight where they are the majority of the audience; • will not seek to gain the address or other personal details of the child or e-mail them; • will not use visuals, language or messages that encourage children to pester parents; • will always take into account the level of knowledge, sophistication and maturity of the people it is advertising to.’

7. Cadbury Schweppes • Sponsor the themed ‘Chocolate Suite’ at the Alton Towers Hotel • Offer teachers educational resource packs and encourage school trips to Chocolate World. Downloadable Cadbury workbooks for Key Stages 1 & 2 are also available.

8. What children said • ‘Things with makes are better – like Cadbury’s – than things without makes. They spend more time making them.’ (8-9 year old)

9. Coca Cola • What they say: • ‘For the past 50 years we have not targeted carbonated soft drinks advertising to the under 12s, a policy which was updated in 2003 to include the advertising of all our brands….’ • ‘…Do not use celebrities who have a specific children focus. We will however use celebrities where they can add excitement and interest’

10. Coca Cola • A set of films to promote Classic Coke were released in the Spring to be e-mailed and spread virally, using music from Lady Sovereign and Bent • World Cup promotions included • a branded video blogging network where unofficial mascots Postie and Titch promoted Coca Cola products • the chance for 13 to 15 year olds to be a World Cup flag bearer carrying the England flag • exclusive Wayne Rooney films to download

11. What children said • ‘[Coke and the World Cup] they’re linked together, they stay together’ (5-6 year old)’ • ‘The signs on TV say Coca-Cola and football is good for you’ (5-6 year old) • ‘I’ve seen Coke advertised loads of times for the World Cup’ (5-6 year old)

12. Kellogg’s • What they say: • ‘Kellogg’s has in place a global marketing code and has a long-standing commitment to advertising and marketing to children in a responsible manner’. • ‘We believe that it is important to educate children on the role that our products play as part of a balanced diet, in a fun and entertaining manner.’

13. Kellogg’s • Several web-sites aimed at children, e.g. the high sugar Coco-Pops web-site where children could compete to win a trip to Alton Towers – but only if they register themselves and friends, including their e-mail addresses to create a ‘crew’ of two or more • In the Spring, Kellogg’s linked up products such as Frosties, Coco Pops and Rice Krispies with the film Ice Age 2, including free ‘ice pops’

14. What children said • ‘I wanted Frosties… I liked the look of them, the tiger.’ • (8-9 year old) • ‘They put toys in them.., it makes you buy them.’ • (8-9 year old) • ‘I like the adverts – you can whack them, swirl them and smack them. I think it’s funny’ (5-6 year old about Fruit Winders)

15. Masterfoods • What they say • ‘We do not advertise to children and when our activity is likely to be of interest to children, we take special care not to undermine parental authority, not to emphasise peer pressure and not to generate pestering’

16. Masterfoods • www.skittlesbigsummer.co.ukoffered the chance to win tickets to see Robbie Williams. Two teams (boys vs. girls) were set challenges and visitors to the site were invited to vote for their favourite team to enter the prize draw. • Sneak magazine included a regular Starburst promotion called ‘The Juice’ which featured clothes, beauty products and gig information and was dubbed ‘the most mouth-watering stuff happening this week’.

17. McDonald’s • What they say • ‘McDonald’s principles include: • Not promoting the sale of any food product to children that is larger than the size proportions of a Happy Meal, not showing children consuming food close to bedtime or depicting snack foods as substitutes for meals… • Using Ronald McDonald as an ‘ambassador’ for balanced lifestyles’

18. McDonald’s • In April and May, children received Action Man Atom Vehicles and Funky Friends Accessories with Happy Meals. McDonald’s also linked up with the Funky Friends website (aimed at seven to 12 year olds). Children received a code when they bought a Happy Meal giving them access to special content. • In August, it renewed its sponsorship deal with the Football Association. TV adverts showed children playing football in McDonald’s while press adverts promoted a special football kit deal.

19. What children said • ‘I like the free toys in the kids’ happy meals’ (5-6 year old) • ‘McDonald’s have an ad to walk with the England Squad’ (8-9 year old)

20. Nestlé • What they say • ‘As the world’s leading food and beverage company we are committed to communicating responsibly with all our customers, particularly children, whose level of knowledge, sophistication and maturity should always be respected’

21. Nestlé • Nestlé introduced Nesquik ‘Magic Straws’ which flavour milk as it is sucked through them. The chocolate version has 43.4g of sugar per 100g and the strawberry 56.2g. • www.fantasyworldoffun.com, the Nesquik, Golden Nuggets and Cookie Crisp web-site has a range of games to encourage children to spend time at the site eg. looking for hidden items around the site while also showing product logos and brand icons.

22. What children said • ‘They make me want more…a little dog advertises them. He is a funny character’ • (8-9 year old, referring to Cookie Crisp)

23. Conclusions • A more responsible approach is needed from industry • The threat of legislation is important • Very difficult to see how self-regulation will work • Restrictions are needed on TV advertising of foods high in fat, sugar or salt before 9.00 pm when most children are watching

24. TV advertising – when children are watchingProgrammes that attracted the highest viewing figures for 4 to 15 year olds ( 16-29 October 2006)

25. Conclusions • A more responsible approach is needed from industry • The threat of legislation is important • Very difficult to see how self-regulation will work • Restrictions are needed on TV advertising of foods high in fat, sugar or salt before 9.00 pm when most children are watching • Restrictions are needed for other, non-broadcast advertising and promotion that ensure foods high in fat, sugar or salt are not marketed to children under 16