THE SOUTH AFRICAN MARKETING PLEDGE TO CHILDREN 11 th June 2009 Inanda Club 1.

THE SOUTH AFRICAN MARKETING PLEDGE TO

CHILDREN

11th June 2009Inanda Club

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World Federation of AdvertisersASA breakfast (2004)

Stephan Loerke, WFA Managing Director

WFA visionWFA vision is that advertising standards:

Function within a regulatory frameworkProvide an extra layer of consumer protectionAdapt to changing societal expectations Involve non-industry stakeholdersEnsure accountability and transparencyAre enforced effectively

WFA is implementing this vision worldwide

SA marketing fraternityMarketing Federation of SA

Closed its doors (Oct 2005)

Marketers without common interest forum

Marketing Association SA Opened its doors (Feb 2007) Members of WFA

CGCSA took initiative to develop an industry response (May 2006) Food and beverage code

South African food and beverage codeIn drafting SA code took into account:

WHO global strategy “Limit exposure of young children to heavy marketing practices of energy-dense, micro-nutrient poor foods.”

ICC Framework for Responsible Food and Beverage Communications (2004) International principles of best practice

EU Pledge programme No advertising to children under the age of 12, unless product meets specific nutrition criteria No commercial communications in primary schools

United Kingdom Office of Communications (Ofcom)

Ban on advertising HFSS products on television to children younger than 16 Ban on use of

celebrities / cartoon characters, and promotional activity

in advertising HFSS products on television to children younger than 10

United States of America Children’s Food and Beverage Advertising Initiative

Limitations on advertising directed to children under 12 to promote healthier dietary choices and/or healthy lifestyle messages No advertising in elementary schools Use of licensed characters

Guidelines for Children’s Advertising Revisions to the Children’s Advertising Review Unit (CARU) self-regulatory guidelines Compliance CARU to monitor and respond to complaints

Implementation Each participant to submit a pledge

South African food and beverage code In drafting SA code also considered:

South AfricaDepartment of Health

Act 54 of 1972 R2034 of 29 October 1993 Draft regulation of 20 July 2007

ASA to administer and determine code Receipt of complaints Appendix M adopted in October 2008

Nick TselentisLegal and Regulatory Affairs Manager

CGCSA

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1. Introduction2. Public Health3. Key Features of the Pledge4. SA Industry commitment

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Introduction (1)Who is the Consumer Goods Council?

Retailers, wholesalers, manufacturers, distributors, merchandise, and logistics service providers in Consumer Products

Part of FLAG – Food Legislative Advisory Group (Department of Health) since 1988

Attendance in Codex Alimentarius work

Ongoing meetings with various departments/ministries on the Strategy on Diet, Physical Activity and Health since 2003

Other...

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Introduction (2)Lead Business facilitator of the Food Fortification Program

Formal collaborative approach on various matters i.e. Nutrition, nutrition education, National Nutrition Week 2009

Food Composition/RDA and other related matters - MRC

Initiators of the Food Safety Initiative (launched 2006)

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Public Health Issues in South Africa The WHO Global Strategy – highlighted the overnutrition issue facing certain

developed countries

Malnutrition and overnutrition – key Burdens of Disease in Children –2005 MRC report (Bradshaw and others)

Numerous reasons for over nutrition, including lack of physical activity

Type 2 diabetes incidence growing at rapid rate

Food Based Dietary Guidelines not properly promoted

CGCSA interactions with DOH/DOE/NDA and the Presidency

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Key Features of the Pledge (1)Preface

Core Principles

Participants

International pledges – company

The Pledge itself

Questions and Answers

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Key Features of the Pledge (2)Alignment with current ASA code

Formal Public Acknowledgement by the Department of Health that it was a ‘good start’

Allowance for introduction of Regulations, when and if, related to the Code

(World Health Assembly deliberations on Advertising to Children in May 2010 may help direct matters)

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SA Commitment – (1)Compared to others:

EU Pledge 11 manufacturers

US Better Business Bureau

13 manufacturers

2 QSR (McDonalds/Burger King)

Australia 15 manufacturers

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SA Commitment – (2)31 Companies

2 Retail Groups: Shoprite and Pick n Pay

4 QSR: Wimpy, Nandos, Steers, Yum (KFC)

25 Food and Beverage Manufacturers

And still counting ...

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SA Commitment (3)SA Food and Beverage Industry committed to :

The Marketing Pledge and Physical Activity promotion Nutrient Profiling studies for Health Claims ASA Code compliance ASA Code Review processes National Nutrition Week – October 2009

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Thanks

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