Knowledge A Hub of Information to Drive Implementation

Our efforts to empower the world's population to live healthier lifestyles requires us to share as much information as possible on our priorities and actions around the key areas we are working to address. The Knowledge section of our site does exactly that. Here you will find even more information on the key priorities of the Health & Wellness Pillar, as well as the actions we are taking today.

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On Marketing Communications to Children...

The Consumer Goods Forum has committed to stop marketing communications to children under 12 for food and beverage products that do not fulfil specific nutrition criteria based on scientific evidence and/or applicable national and international dietary guidelines.  The policy covers marketing communications directed to children under 12 years in TV and print, third-party internet and company-owned websites (including corporate and brand-owned websites), radio, cinema, DVD/CD-ROM, direct marketing, product placement in marketing communications, interactive games, mobile and SMS marketing.
 
Members of The Forum contribute to an environment in which consumers and shoppers of all life stages can make informed healthy choices. They have committed to voluntary, company-specific measures to ensure that any advertising to children under the age of 12 years is only for products that fulfil specific nutrition criteria based on scientific evidence and /or applicable national and international dietary guidelines or that we do not advertise at all on media directed to children under the age of 12 years. 
 

In light of this, The Forum is building on initiatives already taking place that relate to this topic. These include:
 
World Federation of Advertisers
Children today are growing up in an environment shaped by media, entertainment and popular culture. Advertising is an intrinsic part of this. There are major benefits, from first-rate children's programming to unprecedented access to technology, knowledge and communication tools. But children also need to learn to decipher and critically interpret the range of communications, including marketing communications, around them. In recognition of the special care that is required when advertising to children, The World Federation of Advertisers (WFA) leads a global coalition of the advertising industry to identify, promote and replicate good practice and champion socially responsible initiatives, which go beyond compliance with industry standards.
 
The Consumer Goods Forum is currently working on a partnership with the World Federation of Advertisers to implement their Responsible Advertising programme and local pledges.
 
The WFA have also produced a document with numerous insights into why 12 years old is the threshold for advertising regulations.
 
Responsible Advertising and Children
Responsible Advertising and Children (RAC), ran by WFA, helps its members to anticipate and understand societal and parental perceptions of and aspirations for responsible marketing communications and children. Trust is critical to our industry, both to how we are perceived by society and how we communicate effectively with our consumer. RAC’s role in helping build trust is to provide global leadership by championing good practices in marketing communications to children. This exercise is shaped by a continued dialogue and engagement with policy-makers, society and consumers.
 
The RAC also produced a document highlighting the rationale behind why children under 12 should be treated differently from teenagers in the case of food and non-alcoholic beverage advertising.
 
European Advertising Standards Alliance
European Advertising Standards Alliance, together with the WFA and IAA, recently published an international guide to developing a self-regulatory organisation, This report provides practical advice on setting up and consolidating an advertising self-regulatory system.
 
International Chamber of Commerce
International Chamber of Commerce promotes high standards of business ethics through the development and dissemination of rules, including codes and guidelines on how business should direct its efforts to assure that marketing communication to consumers are responsible. They have produced a framework for responsible food and beverage marketing communication, which includes guidelines for communicating to children.
 
World Health Organization
The World Health Organization (WHO) has published a set of recommendations on the marketing of foods and non-alcoholic beverages to children. 
 
The EU Pledge
The EU Pledge is a voluntary initiative by leading food and beverage companies to change the way they advertise to children. This is a response from industry leaders to calls made by the EU institutions for the food industry to use commercial communications to support parents in making the right diet and lifestyle choices for their children. The EU Pledge programme is endorsed and supported by the WFA.
 
International Food & Beverage Alliance
International Food & Beverage Alliance (IFBA) was formed when when CEOs of major food and non-alcoholic beverage manufacturers voluntarily committed to support WHO’s 2004 Global Strategy on Diet, Physical Activity and Health. 
 
The IFBA has done a lot of work on responsible marketing and advertising to children, and the Alliance produced a 2014 Factsheet on their actions and commitments in this area.
 
The IFBA has also enhanced its global policy on marketing communications to children.  To find out all of the details of the extension of the scope, creative execution and nutrition criteria you can check out their global policy details.
 
A Q&A document is also available for additional clarity on the commitment.
 
 
 

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