Brands Enhance Responsible Marketing to Children

9:27 AM, 23 September 2014

Eleven of the world's top food and beverage brands have outlined a package of measures to enhance responsible marketing to children, the World Federation of Advertisers (WFA) has announced.

As members of the International Food & Beverage Alliance (IFBA), the CEOs have sent a letter to Dr Margaret Chan, the director general of the World Health Organization (WHO), to restate their commitments to health and wellness.

The companies concerned include Coca-Cola, Ferrero, General Mills, Grupo Bimbo, Kellogg, Mars, McDonald's, Mondelēz International, Nestlé, PepsiCo and Unilever.

In recognition that greater effort must be made to achieve global health goals, the letter outlines what new action they will be taking to promote healthy lifestyles, improve consumer information, and strengthen responsible marketing to children.

Already committed to a policy of only advertising to children under 12 years of age products that meet specific nutrition criteria on TV, in print and online, the approach will be extended to cover almost all media.

Moreover, when marketing to children under 12, all marketing techniques – such as licensed characters, movie tie-ins and the use of celebrities – will have to comply with "better-for-you" nutritional criteria.

The brands also said they will seek to harmonise nutrition criteria, on a regional or national basis, to provide a strict common standard, as they have done in the European Union, the US and a number of other countries.

"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 WFA.

Read more information on the WFA website here

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