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
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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

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Armchair football
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How the EU and UEFA tackled obesity

• The European Commissions 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.

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Social marketing zero effect?Comunicación
social Ningún efecto?

• If you just run some advertising and then forget
  about it, its going to have zero effect.
• Si hace publicidad y luego no hace nada mas, esto
  no va a tener ningún efecto   
• If were 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
  UKs 75m advertising campaign on obesity. -
  International Herald Tribune Feb 10 2008

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Analysis of a major social communication
programme

• The BBCs 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
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2m budget for intense media campaign

• The BBCs 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
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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
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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.

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Global media 60,000 articles in English
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Aproximadamente 2 millones resultados para
obesidad
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Consumer choice?
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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
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Eye-Tracking Technology
Measures attraction to products
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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
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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
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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
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Responsibility of the Marketing /Advertising
industry,
La responsabilidad de las Empresas de
márketing/mercadeo y publicidad
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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 Childrens
  Advertising Review Unit

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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.
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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

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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 FTCs authority to restrict advertising
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1961Self reg on toys.
1970sACT calls for ban on childrens ads
1974Federal limits

• 1978
• FTC Kid Vid ban
• Industry opposed

1980 FTC barred from acting.
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1961Self reg on toys.
1970sACT calls for ban on childrens ads
1974Federal limits

• 1978
• FTC Kid Vid ban
• Industry opposed

1980 FTC barred from acting.
1990Children's Television Act limits commercials
on childrens TV to 1 in every 5 minutes
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1961Self reg on toys.
1970sACT calls for ban on childrens ads
1974Federal limits

• 1978
• FTC Kid Vid ban
• Industry opposed

1980 FTC barred from acting.
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1961Self reg on toys.
1970sACT calls for ban on childrens ads
1974Federal limits

• 1978
• FTC Kid Vid ban
• Industry opposed

1980 FTC barred from acting.
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CDC Warns 1 in 3 children will develop Type 2
diabetes
1961Self reg on toys.
1970sACT calls for ban on childrens ads
1974Federal limits

• 1978
• FTC Kid Vid ban
• Industry opposed

1980 FTC barred from acting.
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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.

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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

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(No Transcript)
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Messages to children take many forms
David Beckham soft drinks
Gary Lineker potato crisps
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The environmental challenge
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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.

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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 lt12
• 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
  

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Marketing to children in Europe

• In France, UK, Italy, Germany and Spain during
  childrens airtime
• ONE FOOD COMMERCIAL IS BROADCAST EVERY 5 MINUTES
• This means 33,000 commercials per year.
• About 60 of food advertising is programmed in
• childrens airtime 4-9 pm
• About 40 of big-6 category TV advertising (Soft
  drinks,
• confectionary, snacks, fast food, convenience
  food,
• cereals) is in childrens 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

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

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• 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

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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

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

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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 foods that are high in fat, sugar or
  salt

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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.

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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

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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

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Monitoring and 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

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In conclusion

• Health ministers and technical experts should
  agree that
• marketing to children requires both global
  standards and national controls
• reducing the marketing pressures on children is
  one of a
• range of changes necessary for a conducive
  environment
• Voluntary actions are insufficient statutory
  measures are
• necessary to affect all marketing
• Failure to address marketing will weaken other
  efforts to
• protect vulnerable children

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Conclusiones

• Los Ministerios de Salud y expertos tecnicos
  deben acordar que
• El marketing-mercadeo dirigido a los niños
  requiere de controles nacionales e
  internacionales (leyes y reglamentos).
• La reducción de la presión del marketing sobre
  los niños
• es uno de los cambios necesarios para tener
  un ambiente que facilite la promocion de salud
• Las acciones voluntarias son insuficientes las
  leyes son esenciales para regular todas las
  formas de marketing no solo los avisos de la TV.
• El no actuar sobre las fuerzas del mercadeo
  debilitara los otros esfuerzos para proteger a
  los niños vulnerables

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International Association for the Study of
Obesity www.iaso.orgInternational Obesity
TaskForcewww.iotf.orgGlobal Alliance for the
Prevention of Obesity and related Chronic
Diseaseswww.preventionalliance.net