Nine of the world’s largest food manufacturers have moved to extend the restrictions they have placed on how they advertise to children.
Companies including Nestle, Mondelez International and Mars Inc said the new pledges would cover more media and ensure certain “marketing techniques” were only used for “better-for-you” products.
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The restrictions follow those announced in 2009 by a group of companies under the International Food & Beverage Alliance industry organisation. The policies were updated in 2011 to cover areas including company-owned websites but today (22 September) the IFBA announced a fresh set of commitments.
The manufacturers, which also include Grupo Bimbo, Unilever and General Mills, said the new policies will cover “virtually all media”, including radio, cinema, mobile and SMS marketing.
Marketing techniques, such as the use of licensed characters, movie tie-ins and celebrities that appeal to children under 12, will only be used for products meeting “better-for-you” criteria.
The manufacturers, which set out out their plans in a letter to World Health Organization director general Dr Margaret Chan, said they would look to “harmonise” nutrition criteria.
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By GlobalDataWhen the initial restrictions were announced in 2009, the companies that signed up had defined their own nutrition criteria. Now, the IFBA said, members had decided to “commit to working towards harmonising nutrition criteria to ensure that better-for-you foods are based on robust common standards”.
The IFBA said the move would build on work manufacturers had made on the issue in markets including the EU and the US.
“The major food and beverage companies have strict controls in place on how they communicate with younger audiences. This latest strengthening of the IFBA global policy demonstrates the extent to which IFBA members are taking their responsibilities seriously when it comes to marketing to children,” said Stephan Loerke, managing director of the World Federation of Advertisers.
The full letter to the World Health Organization, outlining each commitment can be found here.
