3 de agosto de 2021
Chocolates, candies/confectionery, potato crisps, soft drinks and ice creams will no longer be advertised to children under the age of 13.
Eleven of the largest global food and drinks brands have agreed to further restrict advertising to children of products high in fat, sugar and salt, which means children globally will see less ads for products that don’t meet certain nutritional criteria.
Among other changes, five entire categories will no longer be advertised to children under the age of 13: chocolates, candies/confectionery, potato crisps, soft drinks and ice creams.
The new agreement was reached following intensive negotiations spearheaded over the course of the past eighteen months by WFA, and is supported by The Coca-Cola Company, Danone, Ferrero, General Mills, Grupo Bimbo, Kellogg, Mars, Mondelēz International, Nestlé, PepsiCo and Unilever.
The objective is to drive change in how and what IFBA-member companies advertise. Its key goal is to reduce the impact on children of marketing foods high in fat, sugar or salt, and ensure that marketing communications are aligned with the promotion of balanced diets and healthy, active lifestyles.
This is in keeping with the core ethos of WFA’s flagship Responsible Advertising and Children Programme, which states that companies and brands must take a “beyond compliance” approach to help to future-proof their ability to connect with consumers in a sustainable way.
The new policy differs in five key areas from its 2014 predecessor:
There will be a transition period with the new rules coming into force on January 1 2022. This will give IFBA member companies time for internal training, briefing agencies and ensure that the rules are being applied in all markets. After that, IFBA plan on monitoring member compliance with the commitment.
Between 2009 and 2017, third-party independent monitoring of IFBA members across five continents, has found an average compliance rate of 96.6% for television, 100% for print and 99.5% for internet advertising.
“This is a major step forward in the ongoing journey that the food and non-alcoholic drinks industry is taking to improve the types of foods and drinks advertised to children,” said Will Gilroy, WFA Director of Policy and Communications. “By adopting global nutrition criteria, we hope that this will make a very real and tangible difference to the types of ads children see in all markets around the world.”
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