THE SOUTH AFRICAN MARKETING PLEDGE TO CHILDREN 11 th June 2009 Inanda Club 1
Mar 28, 2015
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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