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Obesity and the Impact of Marketing on Children: Policy Recommendations

Obesity and the Impact of Marketing on Children: Policy Recommendations. Marc Plante, Manager, CDPAC. Presentation Outline. Who is CDPAC? What is a Consensus Conference? Policy Statement Recommendations Potential Next Steps. Who is CDPAC?. The Chronic Disease Prevention Alliance of Canada

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Obesity and the Impact of Marketing on Children: Policy Recommendations

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  1. Obesity and the Impact of Marketing on Children:Policy Recommendations Marc Plante, Manager, CDPAC

  2. Presentation Outline • Who is CDPAC? • What is a Consensus Conference? • Policy Statement Recommendations • Potential Next Steps

  3. Who is CDPAC? • The Chronic Disease Prevention Alliance of Canada • Consists of national, provincial and territorial organizations and alliances representing hundreds of groups across Canada • We are an organization of organizations!

  4. What is a Consensus Conference? • A consensus conference is a forum at which a citizens’ panel, selected from members of the public, questions ‘experts’ (or ‘witnesses’) on a particular topic, assesses the responses, discusses the issues raised, and reports its conclusions.

  5. CDPAC Policy Consensus Conference on Obesity & the Impact of Marketing on Children Date: March 4 & 5, 2008 Location: Ottawa Participants: approximately 130 (by invitation)

  6. Panel Members • Avi Lewis (Moderator) – broadcaster, journalist • Jane I. Campbell – educator • Sheree Fitch - children’s author • Renée Hodgkinson – youth leader • Sharon Manson Singer – policy leader • Adam Spence – food bank representative • Catherine Turner – aboriginal representative • Kenneth Wong – marketing professor

  7. Objective • To inform public policy makers, Canadians and the media on the need to take action. • Through the development of an evidence-based policy consensus statement.

  8. Current Strategies • WHO Global Strategy on Diet, Physical Activity and Health (2004) • European Charter on Counteracting Obesity (2006) • Sept 2007-Health ministers in Europe called for an international code • Health ministers in Middle East calling for similar action • February 2008- a pan-Asian Conference on Marketing of Food to Children called for new global standards • March 2008- IOTF Recommendations

  9. Marketing to Children • Children are marketed to from multiple media sources • on television • over the Internet • on the radio • on billboards • in magazines • through digital phones • Targeted in various settings • home • day care centres • schools • grocery stores • parks • recreation centres • theatres

  10. Marketing Tools • Advertisements • Advergames on the Internet • Product placement in movies and subsequent tie-ins with food products and fast-food chains • Product packaging and wrappers • Logos on vending machines • Corporate sponsored educational materials • Toys and books with brand logos • Contests

  11. What is the Impact of Marketing on Children? “There is strong evidence that exposure to television advertising is associated with adiposity in children 2-11 years and teens ages 12-18.”

  12. Panel Statement Excerpts • Access to our children is a privilege not a right, and as such should be subject to stringent regulation. • We live in a world where marketers are not just selling products, but are surrounding those products with multi-layered experiences. • We believe that the system of self-regulation of advertising to children – however extensive it is – is insufficient and was not designed to deal with the public health crisis of rising rates of childhood obesity.

  13. Panel Recommendations • Calls for a ‘made in Canada’ plan to ensure that unhealthy food and beverages are not marketed to children. • Government of Canada to appoint a panel of public health experts to define the age threshold and what constitutes unhealthy food and beverages. • GoC creates, approves and enforces a regulatory regime that ends all marketing of unhealthy food and beverages to children

  14. Panel Recommendations • Marketing regulation should be only one piece of an integrated society-wide battle against obesity • Any limitation on marketing food and beverages to children has to speak to all forms of marketing including indirect marketing to parents and guardians

  15. Next Steps • CDPAC has endorsed the statement in principal: • CDPAC to develop its own position, informed by the panel statement • If not possible, or if CDPAC position not sufficiently specific, member organizations might develop their own specific position. • Once position(s) adopted, advocacy work could begin. • CDPAC may work with other actors that are moving forward on this issue

  16. Questions/Comments

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