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Knut-Inge Klepp, Directorate of Health, Norway


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Knut-Inge Klepp, Directorate of Health, Norway

  1. 1. Marketing of food to childrenProfessor Knut-Inge Klepp, Acting Deputy Director GeneralNorwegian Directorate of HealthThe 8th Global Conference on Health Promotion, Helsinki, Finland, June 2013
  2. 2. | 2Children: Dietary habits, health andmarketing of foods• Diets high in energy, saturatedfat, free sugars, salt and low incertain nutrients are puttingchildren at risk of overweightand obesity and other diet-related diseases• The marketing of energy-densemicronutrient-poor foods andbeverages to children is oneimportant contributing factor
  3. 3. | 3Food and beverage marketing to childrenis extensive and affects diets• Evidence from systematic reviews on the extent,nature and effects of food marketing to childrenconclude that advertising is extensive and otherforms of food marketing to children arewidespread across the world• The food products promoted represent a veryundesirable dietary profile, with heavy emphasison energy dense, high fat, high salt and highsugar foods, and almost no promotion of foodsthat public health evidence encourages greaterconsumption of• Such marketing influences children’s knowledge,attitudes, and food choices• Evidence also shows that television advertisinginfluences children’s food preferences, purchaserequests and consumption patterns
  4. 4. Publications WHO – Marketing foods to children2004-20122006200420072007200920102012
  5. 5. WHO Set of recommendations on marketing of foodsand non-alcoholic beverages to children - 2010• The recommendations were endorsed bythe World Health Assembly in May 2010• The main purpose is to guide efforts byMember States in designing new and/orstrengthening existing policies on foodmarketing communications to children inorder to reduce the impact marketing offoods with a high content of fat, sugar orsalt has on children.• Consists of 12 recommendationsstructured in 5 sections: Rational, policydevelopment, policy implementation,policy monitoring and evaluation, andresearch
  6. 6. WHO European Network on reducingmarketing pressure on childrenGoal: To protect children’s health throughsharing experiences and best practices inorder to identify and implement specificactions to reduce the extent and impact ofall marketing to children of unhealthyfoods and beveragesThe network was established in 2008 in Oslo,and it involve a diverse set of countries inthe WHO European Region:Albania, Austria, Belgium, Bulgaria, Croatia,Cyprus, Denmark, Estonia, Finland, France,Greece, Latvia, Ireland, Israel, Macedonia,Moldova, Montenegro, the Netherlands,Norway, Poland, Portugal, Serbia, Slovenia,Spain, Sweden, Switzerland, the UnitedKingdom, Turkey and Uzbekistan+ Observers such as WHO, EU, FAO, SCN, CI, IOTF
  7. 7. Applying the WHO set of recommendationsin Norway2011•MOH & ministry for consumeraffairs established a workinggroup to explore whether theWHO recommendations weremet by current Norwegian lawand practice2012•Public consultation on aproposal for new statutoryregulation, restrictingmarketing to children under theage of 18 years2013•Revised proposal for statutoryregulation submitted for publicconsultation•The food industry was invited tosubmit a proposal for self-regulation(that would be sufficiently effective)•The Government decided last week totest the voluntary industry code for atwo year period•Future implementation of anystatutory regulation depends on theevaluation of this self-regulation| 7
  8. 8. Countries with restrictions on foodmarketing to childrenC Hawkes, WCRF, May 2013Statutory - food•South Korea•Ireland•United Kingdom•(France = messaging)Self-regulation“approved” bygovernment•Australia•Canada•Denmark•EU•Norway•Portugal•Spain•USAStatutory - childrenSwedenQuebec, CanadaIndependentvoluntary pledgesBrazilEUIndiaMexicoPeruPhilippinesRussiaSingaporeSouth AfricaSwitzerlandThailandTurkey
  9. 9. • Peer-reviewed research papers show high levels of exposurecontinue to be found in several countries worldwide• The evidence provided in industry-sponsored reports indicates aremarkably high adherence to voluntary codes• Adherence to voluntary codes may not sufficiently reduce theadvertising of foods which undermine healthy diets, or reducechildren’s exposure to this advertisingGalbraith-Emami S, Lobstein T: Obesity Reviews, In pressIs self-regulation working?A systematic review of children’s exposure tomarketing of foods and beverages 2008-2012
  10. 10. | 10Conclusions and implicationsThe growth of marketing activities in emerging economies anddeveloping countries is of special concern and demonstrate theglobal relevance of this issueInternational action is essential to ensure an effective overallapproachThere is more convincing evidence to support restrictions on foodmarketing relative to many other policiesImplementation of statutory action, government overseen self-regulation and voluntary pledges are workable and enforceableRestrictions have an effect, but are underminedby migration to other channelsConsistent monitoring and nutrient profiling iscrucial