NGO Monitoring: Consumers International and BEUC. StanMark. Sue Davies
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1 NGO Monitoring: Consumers International and BEUC Sue Davies Type of monitoring Specific companies Types of products eg. fast foods, breakfast cereals Types of marketing eg. use of the internet Company policies Specific regions eg. Asia Pacific Joint as well as national reports by members
2 Consumers International 2008 Junk Food Trap: marketing unhealthy food to children in Asia pacific Survey of multi national food companies marketing in Asia revealed widespread marketing of HFSS food and non alcoholic beverages to children on TV, internet and on packaging. KFC chicky club = the largest children s club in Malaysia Consumers International 2008 Cereal Offences: a wake up call on the marketing of food to children A survey across 32 countries that showed that cereals as sugary as an iced doughnut and as salty as sea water are regularly marketed to children.
3 Consumers International 2009 New media same tricks Consumers International A survey of multinational food companies own websites (including global websites and national sites) revealed the use of cartoon characters, games and free downloads promoting HFSS food Left wanting more A survey of the world s largest food company policies and pledges on marketing to children. Revealed a plethora of company defined nutrient profiling schemes. None of the companies made commitments not to market to children over 12. Definitions of marketing and audience varied.
4 Consumers International 2009 Fried and Tested A survey of fast food marketing to children across 14 countries. Suggests some reformulation of products in the children s menu however these meals still account for a large proportion of the guideline daily amount (GDA) and marketing to very young children and teenagers is widespread. Defining less healthy foods CI has used FSA traffic light labelling system Based on company nutrition information when provided Otherwise have to have products analysed
5 Examples of the many ways foods high in fat, sugar and salt are marketed to children Licensed and brand cartoon characters Film tie-ins Product shapes, gifts and other packaging promotions Sports sponsorship Celebrities Children s clubs Company web-sites Point of sale Social networking sites Parental endorsement Marketing techniques: licensed and brand cartoon characters Malaysia Philippines Greece UK
6 Monitoring marketing practices: children s clubs Russia Malaysia (Revised 2003) (Que Choisir s study 2006)
7 Use of TV viewing data by Which? in the UK: Most popular children s programmes and examples of food ads (2008 research) Integrated marketing Soft drinks marketed in Thailand A voucher for soft drinks in Indonesia
8 Different recipes Country variations in sugar content: Kellogg s Frosties
9 Different policies KFC UK: has restricted marketing to children, including free collectible toys with kids meals, websites and outdoor advertising close to schools. Malaysia: KFC still gives collectible toys with Chicky meals and the online Chicky club is the largest children s club in the country. Coca Cola UK: now uses the Minute Maid orange juice brand to sponsor the English Under 13 schools football tournament. Mexico: uses the Coca Cola brand to sponsor a physical activity programme in primary schools called the well being movement. Next steps BEUC Commitment as part of EU Platform for Action on Diet, Physical Activity and Health to monitor the EU Pledge Members are continuing with activities at national level (over 70 CI members have taken action so far) Possible CI manual for monitoring the marketing of foods to children, based on the WHO recommendations
Children making the healthy choice the easy choice. UK restrictions on marketing of food to children Miranda Watson, Head of Social Advocacy, Which?
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