Consumers International launch proposal for WHO code on food and beverage marketing to children

Date: 17/03/2008

On 15 March, Consumers International (CI), the International Obesity Task Force (IOTF) and the International Association for the Study of Obesity (IASO) launched a new proposal for a WHO Code of Marketing of Foods and Non-Alcoholic Beverages to Children.

The proposed code is modelled on the International Code of Marketing of Breast-milk Substitutes, i.e. a non-binding recommendation to Member States to be implemented according to national legal and social frameworks.

The code proposal aims to ban the marketing of "energy dense, nutrient poor foods" that are high in fat, sugar and salt [to be defined at WHO level to children under the age of 16. In particular it calls for:

- A ban on radio and TV ads promoting such foods between 6am and 9pm

- No marketing of such foods using new media (such as websites, social networking sites and text messaging)

- No promotion of such food in schools

- No inclusion of free gifts, toys or collectible items which appeal to children to promote such foods

- No use of celebrities, cartoon characters, competitions or free gifts to market such foods

According to CI and IOTF, the proposed code "tackles the failures of the food industry to regulate itself. Current industry self-regulatory proposals are restricted mainly to the EU and US and even the most far-reaching only cover children up to 12 years of age."

The proposed code is being launched to coincide with World Consumer Rights Day. CI member organizations and IOTF will be campaign for the adoption of the Code by WHO ahead of the World Health Assembly in May. A new campaign website (www.junkfoodgeneration.org) was also launched today.

The press release as well as additional documentation by CI are available here.

WFA action:
WFA participated in an interview on the initiative with BBC World Service yesterday, alongside Consumers International Director General Richard Lloyd. A WFA press release on the topic has been published on Monday. Media interest in this proposal is likely to be significant in a number of markets.

WFA Members can request key support documents on request to [email protected]