Leading global brand-owners Coca-Cola, McDonald’s, Mars, Unilever and PepsiCo have signed up to a new voluntarily code restricting marketing to children.
The International Food & Beverage Alliance (IFBA) has teamed up with the World Federation of Advertisers to devise a series of commitments, including a pledge not to use any media to promote unhealthy foods to under-12s.
The eleven members of IFBA, which include General Mills, Kellogg’s, Mondelez International, Nestle, Group Bimbo and Ferrero, have signed an open letter to the World Health Organisation detailing the new scheme.
Building on a previous initiative in 2008, the brands have agreed to extend a ban on marketing unhealthy food and soft drinks to kids to almost all media – including radio, cinema, direct marketing, mobile and SMS marketing, interactive games, DVD/CD-ROMs and product placement.
Licensed characters and movie tie-ins will only be used to promote “better-for-you” products, while the companies are going to work towards a standardised global nutrition “criteria”.
The measures will come into force by the end of 2016.
Stephan Loerke, managing director of the World Federation of Advertisers, said: “The major food and beverage companies have strict controls in place on how they communicate with younger audiences.
“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.”
Alex Brownsell, London
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