About Consumers International (CI)
Consumers International (CI) is the only independent global campaigning voice for consumers. With over 220 member organisations in 115 countries we are building a powerful international consumer
movement to help protect and empower consumers everywhere.
Consumers International is a not-for-profit company limited by guarantee in the UK (company number 4337865) and a registered charity (number 1122155).
For more information, visit www.consumersinternational.org
This report is part of Junk Food Generation – the Consumers International campaign to stop the marketing of unhealthy food to children www.junkfoodgeneration.org
Cereal Offences
A wake-up call on the marketing of unhealthy food to children
ISBN 978-0-9560297-1-3Published by Consumers International in October 2008
©Consumers International 24 Highbury Crescent London N5 1RX, UK email: [email protected] www.consumersinternational.org
Credits
This report was written by Dr Tim Lobstein, with the assistance of Justin Macmullan, Tom McGrath and Johanna Witt at CI.
Key reviewers of the report included Sue Davies from Which? (UK), Luke Upchurch and Rosalchen Whitecross at CI.
Thirty-two CI member organisations conducted research in their own countries, coordinated by the International Consumer Research and Testing (ICRT) organisation. Design and typesetting: Andrea Carter
Contents
Executive summary__________________________________________________7 Call for action ______________________________________________________9 Introduction ______________________________________________________10 Research methods__________________________________________________11 Evidence for action ________________________________________________12
Key findings from this research ____________________________________12 The nutritional quality of breakfast cereals marketed to children __12 Sugar in cereals marketed to children ____________________________13 Salt in cereals marketed to children ______________________________15 Fat in cereals marketed to children ______________________________16 Country differences ____________________________________________17
Marketing tactics __________________________________________________18
Labelling and packaging __________________________________________18 On-pack promotion of cereals sold to children ____________________18 Examples of methods used to reassure parents and carers __________22 Off-pack promotion ____________________________________________24 Television advertising __________________________________________25 Websites ______________________________________________________26 Information to guide healthy purchases __________________________28 Front-of-pack signalling ________________________________________29
What the companies say ____________________________________________31 Conclusions and recommendations __________________________________34 Endnotes __________________________________________________________37
Note: Products described in this report were examined in or around April 2008. The formulations, packaging and promotional marketing may have changed and the results reported here may not be applicable to products available subsequently.
7 Breakfast cereals are a valuable and expanding market,
especially for the two leading multinational
manufacturers, Kellogg’s and Nestlé1. The growth in the
market is, in no small part, a result of the marketing by these two companies that successfully portrays breakfast cereals as suitable for children and a healthy way for children to start the day.
This study, carried out by 32 consumer organisations around the world, all members of Consumers
International (CI), looked at a number of breakfast cereals marketed to children. For the purposes of this report we focus on 13 varieties available in markets around the world and manufactured by Kellogg’s and Nestlé.
However many of the tactics highlighted in this report are used across the industry and we have occassionally included examples from other companies.
The results paint a very different picture to the one created by the companies’ marketing campaigns. The reality is that popular cereal varieties manufactured by Kellogg’s and Nestlé and marketed to children, routinely contain excessive amounts of added salt or added sugar. Several popular cereal products were found to have higher levels of salt than is found in potato snacks or salted nuts, some were even as salty as seawater. Other varieties contained so much added sugar that they were found to be sweeter than cookies or iced doughnuts. In the light of these results CI believes that the cartoon characters, celebrity tie-ins, TV advertising and websites that Kellogg’s and Nestlé deploy to market their products that are high in sugar and salt to children and their parents are irresponsible and should be stopped. Many parents will no doubt be shocked to discover the levels of sugar and salt in many breakfast cereals. However, such irresponsible marketing also risks
contributing to an international crisis. The World Health Organization (WHO) estimates that 2.3 billion people, almost one third of the global population, will be overweight by 2015. This development is fuelling an increase in non-communicable diseases such as diabetes, heart disease and some cancers. Whilst tackling this pandemic will require a number of strategies,
establishing healthy eating habits among young people is a vital element.
By promoting products that are high in salt and sugar to children, food companies are establishing patterns of consumption that fuel the obesity pandemic. Not only are they giving children unhelpful messages about what it is good to eat, they are simultaneously undermining efforts by governments and civil society to promote healthier diets.
Although companies have started to respond to consumer pressure by announcing a number of policies and pledges they have been half-hearted in their
coverage. Even the pledges made by Kellogg’s and Nestlé only cover children up to the age of 12 and for the youngest children exclude marketing techniques, such as the use of their own brand cartoon characters.
CI and our member organisations are calling for an international code to stop the marketing of unhealthy food to children. Some governments have started to take action, however the evidence from this report shows how limited the impact has been. Given the urgency of the
Executive summary
More sugar than a doughnut,
as salty as seawater.
problem an international code, adopted and monitored by the WHO, would provide much needed guidance for governments around the world.
CI is not against the marketing of food, however we believe that the marketing of energy-dense, nutrient-poor
foods that are high in fat, sugar and salt to children is irresponsible. Companies should reformulate their
products and compete to market healthier options. A clear signal from the WHO and national governments that they will take action against the marketing of unhealthy food to children can only help to promote such strategy.
In March 2008, CI and the International Obesity Taskforce (IOTF) launched Recommendations for an International Code on Marketing of Foods and Non-Alcoholic Beverages to Children2.
There is a wide disparity between countries in their approach to the marketing of food to children. Some have limited restrictions on advertising unhealthy food to children, whilst others have no statutory protection on any form of advertising at all. The food and drink industries’ own codes also vary in terms of the: • countries covered
• definition of a child
• types of marketing included.
CI is campaigning for a WHO Code, which will address this problem by agreeing on international standards to be implemented by national governments and food
companies.
The CI/IOTF Code targets the marketing of energy-dense, nutrient-poor foods that are high in fat, sugar and salt to children up to 16 years old. Its demands include:
• A ban on radio or TV adverts promoting unhealthy food between 06.00 and 21.00.
• No marketing of unhealthy food to children using new media (such as websites, social networking sites and text messaging).
• No promotion of unhealthy food in schools. • No inclusion of free gifts, toys or collectible items,
which appeal to children to promote unhealthy foods. • No use of celebrities, cartoon characters, competitions
or free gifts to market unhealthy food.
You can download a copy of the Code and sign up in support at www.junkfoodgeneration.org.
9
Call for action
10 Introduction
The market for breakfast cereals has been growing steadily for over a century, and in the last decade has been particularly focussed on expansion in countries such as China and South East Asia where the consumption of milk-based dishes is not traditional. This expansion forms part of the wider ‘nutrition transition’ in which traditional diets have given way to diets based on mass-produced foods, including snacks, candy, soft drinks and desserts. Behind the changing face of food consumption lies a large food processing and marketing business, with food companies spending some $16.4bn in 2006 to advertise and promote their products.3 The market for breakfast
cereals is a significant part of this – just two companies (Kellogg’s and General Mills) spent $1.5bn promoting cereal products in 2006. Much of this is spent on the promotion of cereals sold as suitable for children. The changing pattern of food consumption has led to concerns about the health consequences. Rising rates of obesity among both adults and, most recently, among children, along with the risk of diabetes and heart disease, led the WHO to launch a global strategy to tackle chronic non-communicable diseases in 2004.4This
explicitly identifies health problems to be caused by the excess consumption of fat, sugar and salt, along with insufficient intake of fruit, vegetables, pulses and whole-grain cereals.
Furthermore, the WHO strategy stated “Food advertising affects food choices and influences dietary habits. Food and beverage advertisements should not exploit children’s inexperience or credulity. Messages that encourage unhealthy dietary practices or physical inactivity should be discouraged, and positive, healthy messages encouraged. Governments should work with consumer groups and the private sector (including advertising) to develop
appropriate multi-sectoral approaches to deal with the marketing of food to children, and to deal with such issues as sponsorship, promotion and advertising.” 5
While breakfast cereals have the potential to be a source of beneficial whole grains, there is increasing concern that the high levels of sugar in some products takes them out of the realm of cereal foods and into the realm of cookies, candy and desserts
In the present study, the focus was on the quality of breakfast cereals marketed as particularly suitable for children, in order to ask whether the products were nutritionally suitable, whether there were substantial inconsistencies in the quality of products between different countries, and whether products were being promoted in fair and acceptable ways.
Introduction
Food companies spent some
$16.4bn in 2006 to advertise and
Breakfast cereal products clearly being marketed as suitable for children were purchased in 32 countries (see Box 1) during April 2008. Thirteen products (see Table 1) were found on sale in many countries and were therefore suitable for comparison in this report.
The labels of the selected products were examined and the content of the products were sent to laboratories for chemical analysis to determine the levels of fat, sugar and salt (sodium chloride).
In nearly all the countries recordings were made of children’s prime-time television programmes during April
2008 and these were examined for the nature and extent of commercial advertising of breakfast cereals.
11
Research methods
Research methods
Countries undertaking the breakfast cereal survey
Europe Belgium Czech Republic Denmark France Germany Ireland Italy Netherlands Norway Poland Portugal Slovenia Spain Sweden Switzerland UK
Asia and Pacific
Australia Fiji Islands Hong Kong India Indonesia Malaysia New Zealand Russia South Korea Thailand Americas USA Argentina Brazil Chile Peru Africa Kenya
Varieties of breakfast cereals examined
Products sold as suitable for children and available in many of the countries in the study.
Number of countries providing samples
Kellogg’s
Choco Krispies Coco Pops 24
Coco Rocks 9
Chocos 13
Froot Loops 10
Frosties 25
Frosties Reduced Sugar 7
Rice Krispies 12 Smacks 9 Nestlé Cheerios 8 Chocapic 10 Cookie Crisp 10 Estrelitas/Honey Stars 7 Nesquik 22
Please note that some products are marketed under slightly different names in different countries. Additional information was gained from studying products sampled in only a few countries.
Box 1:
Key findings from this research
Our evidence-based research, carried out by consumer organisations in 32 countries, looked at the nutritional composition of breakfast cereals marketed to children and the marketing tactics used in their promotion. In order to draw international comparisons we focused on 13 leading varieties that are found in a large number of the participating countries. These varieties are manufactured by just two companies, Kellogg’s and Nestlé, who between them dominate the international market for breakfast cereals.
We found:
• Breakfast cereals sold as suitable for children are not simply cereal food, but frequently have high amounts of added salt and routinely have excessive levels of added sugar.
• International comparison of the results undermines the argument that high levels of sugar and salt are a
response to cultural differences. There was no pattern of breakfast cereals high in sugar or salt only being marketed in specific countries.
• Kellogg’s and Nestlé are using a wide range of sophisticated techniques to market these products to children including the use of cartoon characters, celebrities and film tie-ins on packaging, giveaway toys, games and competitions as well as off-packet
promotions such as TV advertising, sponsorship of events and websites.
• Kellogg’s and Nestlé are also marketing these products to parents by using information and images designed to reassure them that the products are good for their children.
This section is divided into the following three parts: 1. Nutritional quality of the products (listed in Box 2) 2. Marketing tactics
3. Information to guide healthy choices
12 Evidence for action
Evidence for action
In summary, the survey found
• Sugar was added to most products in high quantities. Of the 13 popular products examined, only one (Kellogg’s Rice Krispies) had ‘medium’ levels, while all remaining products had more than 25% sugar (including the Reduced Sugar version of Kellogg’s Frosties), many had sugar levels above 40%, and in one sample (Kellogg’s Smacks in the USA) the sugar level was 55%.
• Salt was added to nearly all products, typically at around 1% of the product’s total weight but ranging up to 2.5%. Only one product (Kellogg’s Smacks) was generally ‘low salt’ while another (Kellogg’s Rice Krispies) was ‘high salt’ in most countries, as were several samples of Nestlé’s products.
• Nearly half the products could be classed as ‘low fat’ and all the remaining ones as ‘medium fat’. Only a few cereals had significant levels of fat, but in those that did, the fat levels were as high as 7% - 8% of the product. Products not sampled here, such as sweetened granolas, can have significantly higher fat levels.
• The nutritional quality of products with the same name and similar appearance varied considerably between different countries, which are likely to put some children at an even greater risk than others of consuming high levels of nutrients they should be limiting their intake of.
In one sample (Kellogg’s Smacks in the USA) the sugar level was 55%
The nutritional quality of breakfast cereals marketed to children
Three aspects of nutrition were examined, ie fat, saltand sugar. Box 2:
13 In the discussion of fat, salt and sugar levels, this study
uses the UK Food Standards Agency’s (FSA) definitions of ‘low’, ‘medium’ and ‘high’ levels of these ingredients in food.
High levels merit a red traffic light on the front of the pack, while low levels merit a green traffic light, and intermediary levels an amber traffic light (see Table 2). We have used the same system in this report in order to clearly identify low, medium and high levels. The UK system is not compulsory and Kellogg’s and Nestlé do not use it on their products.
The ‘low’ criteria are the same as those used by the European Commission for permitting claims of ‘low fat’, ‘low salt’ and ‘low sugar’ on product labels.
Sugar in cereals marketed to children
Perhaps more than any other concern, the sugar content of children’s breakfast cereals has been an issue within the public health community for several decades, and the promotion of highly sweetened cereals to children has been criticised by consumer and health organisations in report after report. The findings of the present survey indicate that little has been done to reduce the sugar levels in these cereals.
Table 3 on page 14 shows the amounts of sugar (as a percentage of the product as purchased) found in each variety on average, and the range of values found for the same variety bought in different countries.
Sugar was added to all products in the survey. Of the products examined, only one (Kellogg’s Rice Krispies) had ‘medium sugar’ levels while all remaining products had
more than 25% sugar (including the Reduced Sugar version of Kellogg’s Frosties), which classifies them as ‘high sugar’.
Many products had sugar levels above 40%, and one sample (Kellogg’s Smacks in the USA) consisted of 55% sugar. The sugar content of these cereals is as high or higher than that found in doughnuts (16-22%), ice cream (21-27%) or sweet cookies (36-46%).7
For children especially, highly sweetened cereals can add significantly to the daily calorie intake and may
encourage a taste for sweet foods generally.
Manufacturers use sugar to boost taste and appeal to children. Natural cereal grains contain 1% or less sugar, too small to influence the results of the present survey. The evidence from the sugar levels confirms the suggestion that sugar and salt are both used to boost flavour appeal, with one substituting for the other. Sugar and salt also add a ‘crunchy’ texture to flour-based products.
The highest sugar levels were found in the product (Kellogg’s Smacks) with the lowest salt level, while the lowest sugar levels were found in the two products (Kellogg’s Rice Krispies and Kellogg’s Frosties Reduced Sugar) with the highest salt levels.
Graphs 1 and 2 on page 14 show the sugar levels in Kellogg’s Frosties and Nestlé Nesquik, the two varieties that were found in the most countries. In every country sugar levels were more than double the level considered to be high according to the UK’s FSA traffic light criteria.
Evidence for action
UK Food Standards Agency. Front-of-pack Traffic light signpost labelling. Technical Guidance, Issue 2, November 2007. http://www.food.gov.uk/multimedia/pdfs/frontofpackguidance2.pdf
Quantities per 100g food
(different figures apply for beverages)
Low Medium High
Fat
up to 3g
3g up to 20g
over 20g
Salt
up to 0.3g
0.3g up to 1.5g
over 1.5g
Sugar
up to 5g total sugars
5g total sugars up to over 12.5g added sugars
12.5g added sugars
The UK ‘traffic light’ criteria for labelling fat, salt and sugar levels in food
6 Table 2:HIGH
MEDIUM
LOW
Argentina Australia Belgium
Brazil Chile
Czech Republic
Denmark France Germany Ireland
Italy
New Zealand
Norway
Peru
Poland Portugal Russia Slovenia Spain Sweden
Switzerland UK 50 40 30 20 10 0 38 33 35 40 38 37 36 32 35 37 39 38 34 33 35 34 36 33 36 39 33 37 % 14 Nestlé Cheerios 37 33 39 Chocapic 37 34 39 Cookie Crisp 35 31 42 Estrelitas/Honey Stars 34 33 36 Nesquik 36 32 40 Iced doughnuts 16 – 22 Ice cream 21 – 27 Cookies: brownies,
Oreos, fig bars 36 – 46
Desserts: mousse,
fruit pie 15 – 17
Average % Range across sugar in the different
product countries Lowest Highest Kellogg’s
Choco Krispies Coco Pops 35 33 42
Coco Rocks 32 28 38
Chocos 34 30 36
Froot Loops 40 30 44
Frosties 39 32 48
Frosties Reduced Sugar 25 22 29
Rice Krispies 10 8 13
Smacks 44 40 55
Kellogg's Frosties cereal
–
total sugars (
%
) by country, rated against UK FSA 'traffic light' criteria
HIGH MEDIUM LOW 50 40 30 20 10 0 % Argentina Australia Brazil Chile Denmark Fiji France Germany Hong Kong India Indonesia
Ireland Italy Kenya
Malaysia New Zealand Peru Portugal Russia South Kor ea Spain Switzerland Thailand UK USA 43 48 42 43 36 41 36 35 38 38 42 40 40 37 35 48 40 35 36 32 39 37 43 40 37
Nestle Nesquick cereal
´
–
total sugars (
%
) by country, rated against UK FSA 'traffic light' criteria
Low: less than 5% total sugar Medium:between 5% and 12.5% High: more than 12.5% added sugar
Sugar in cereal products marketed to children
Average % Range across sugar in the different
product countries Lowest Highest Table 3:
Graph 1:
Graph 2:
Salt in cereals marketed to children
Table 4 shows the amounts of salt (as a percentage of the product as purchased) found in each variety on average, and the range of values found for the same variety bought in different countries.
It can be seen that significant quantities of salt were present in nearly all products. Natural cereal grains contain only traces of salt, too small to show on the present survey. Manufacturers are likely to add salt in order to boost the flavour of the product, and may use salt to maintain customer appeal when sugar levels are reduced. In the present survey, the salt levels in regular Kellogg’s Frosties were compared with the salt levels in the Reduced Sugar Kellogg’s Frosties and found to be significantly different. Although the difference was small, there were consistently higher levels of salt in the Reduced Sugar version of the product.
Salt was added to nearly all products, typically at around 1% of the product’s total weight but ranging up to 2.5%. Only one product (Kellogg’s Smacks) was generally ‘low salt’ while another (Kellogg’s Rice Krispies) was ‘high salt’ in most samples, as were several samples of Nestlé’s products. Graph 3 shows salt levels for Kellogg’s Rice Krispies in the 12 countries the product was available in. In all countries, the level of salt is deemed high, and in the case of Hong Kong, it reaches the sodium chloride (salt) level
of seawater.8
15
Manufacturers are likely to add salt in
order to boost the flavour of the product,
and may use salt to maintain customer
appeal when sugar levels are reduced.
HIGH MEDIUM LOW 3.0 2.5 2.0 1.5 1.0 0.5 0 % Denmark France Hong Kong
Ireland Italy Kenya Portugal Spain Sweden
Swizterland
UK USA Sodium Chloride (table salt) percentage of seawater
1.7 1.7 2.5 1.7 2.0 1.5 1.7 2.0 1.5 1.7 1.7 2.2
Kellogg's Rice Krispies cereal
–
total sodium chloride (salt) (
%
) by country, rated against UK FSA 'traffic light' criteria
The salt added to these cereals is as high or even higher than the salt added to savoury snacks such as potato chips (0.6-0.7% salt), tortilla chips (0.4% salt) and salted or roasted peanuts (0.6-1.3%).9
For children especially, salty cereals can add significantly to the daily intake and may lead children to expect salt in their food generally.
Table 4:
Graph 3:
Salt in cereal products marketed to children
Low: less than 0.3%Medium:between 0.3% and 1.5% High: more than 1.5% Average % Range across
salt in the different product countries
Lowest Highest
Kellogg’s
Choco Krispies Coco Pops 1.2 0.7 1.7
Coco Rocks .07 0.7 0.7
Chocos 1.0 0.7 1.0
Froot Loops 1.0 0.7 1.2
Frosties 1.2 1.0 1.5
Frosties Reduced Sugar 1.5 1.1 1.5
Rice Krispies 1.7 1.5 2.5 Smacks 0.2 0.0 0.5 Nestlé Cheerios 1.2 1.0 1.7 Chocapic 0.5 0.2 2.3 Cookie Crisp 1.2 0.7 1.7 Estrelitas/Honey Stars 0.2 0.0 0.5 Nesquik 0.7 0.5 1.0
Typical salted potato
crisps/chips 0.6 – 0.7
Salted roasted peanuts 0.6 – 1.3 Seawater
(sodium chloride) 2.5 – 3.0
Fat levels in cereals marketed to children
Table 5 shows the amounts of fat (as a percentage of the product as purchased) found in each variety on average, and the range of values found for the same variety bought in different countries.
It can be seen that many cereals only include trivial amounts of fat.
Natural cereal grains contain small amounts of fat and oil (wheat 2%, maize 5%, oats 7%) and these are generally considered beneficial forms of fat. However, some of this will be lost in the milling and refining of the grain. Manufacturers are likely to use harder fats that have a longer shelf-life when adding fat in the processing, and the consumption of these hard fats (especially the trans fats) is considered generally detrimental to health. For six varieties, the majority of samples could be classified as ‘low fat’ while the remainder were all classifiable as ‘medium fat’ and this included products with fat levels found as high as 8% of the product. The levels of fat found in the present survey are not particularly significant, although the type of fat being used bears further examination. Manufacturers tend to use blends of fat that are typically up to 50% saturated fat, as these are slower to oxidise and hence have a longer shelf-life. Saturated fats are not examined in this report.
16
Fat in cereal products marketed to children
Low: less than 3%Medium:between 3% and 20%
High: more than 20%
Average % Range across fat in the different
product countries Lowest Highest
Kellogg’s
Choco Krispies Coco Pops 2.0 0.3 3.2
Coco Rocks 6.7 1.3 8.9
Chocos 2.2 0.6 2.6
Froot Loops 2.3 0.5 2.9
Frosties 0.6 0.3 0.9
Frosties Reduced Sugar 0.7 0.4 1.2
Rice Krispies 1.2 0.7 1.9 Smacks 1.6 1.1 1.9 Nestlé Cheerios 4.4 3.4 5.4 Chocapic 4.8 4.2 6.0 Cookie Crisp 3.4 2.9 4.4 Estrelitas/Honey Stars 6.6 5.1 7.6 Nesquik 3.9 2.4 4.9 Table 5:
17
Countries where the lowest and highest salt and sugar levels were found
Lowest salt Highest salt Lowest sugar Highest sugar
Kellogg’s
Choco Krispies Brazil Chile, Peru Argentina, Germany, Brazil, Thailand
Coco Pops Russia Indonesia, USA
Choco Krispies [little variation] [little variation] Australia New Zealand Coco Rocks
Chocos India [many countries] Germany Belgium, Italy, Norway
Froot Loops Brazil, Chile, Peru India, Australia, New Zealand India USA, Chile Frosties Italy, Russia, Fiji, Brazil, India, South Korea South Korea Australia
Australia, New Zealand New Zealand
Frosties Reduced Sugar Portugal, South Korea Sweden, UK Germany, Switzerland South Korea Rice Krispies Kenya, Sweden Hong Kong, USA Denmark, Italy, Ireland, UK
Spain, Switzerland
Smacks [little variation] USA Germany, Slovenia, France, Spain, USA
Switzerland Nestlé
Cheerios Norway, Czech Rep France, Italy, Spain Poland Czech Rep, Italy
Chocapic Peru [little variation] Chile Czech Rep, Italy
Cookie Crisp Portugal Malaysia, Thailand Malaysia USA
Estrelitas / Honey Stars Brazil, Chile Hong Kong Chile, Spain Indonesia Nesquik [little variation] Argentina, Brazil, France, Switzerland, Brazil
Chile, Peru Slovenia, Australia, Italy, Sweden New Zealand
Table 6:
Country differences
The cereals examined in this report were purchased in countries around the world. The results of the nutrient analyses show that the quality of the products varies considerably between countries. Some sample variation can be expected due to uneven product quality during the manufacturing process. However, as Tables 3 to 5 have shown, the range is considerable and in some cases the quantities are several–fold greater in one country than in another.
In Table 6, we list the countries where the lowest and highest levels of salt and sugar were found for each product. None of the products were available in all countries and so a full comparison of practices could not be made. However, two features of the table are worth noting:
• Firstly that the variety of countries in each column suggests that there is no clear pattern of marketing to specific cultural tastes. Countries in Latin America, Europe, Asia and Australasia are found in both the lowest and highest sugar content, and lowest and highest salt content.
• Secondly, there is further evidence that sugar and salt are substituted for each other, with several countries being found in both the ‘lowest salt’ and ‘highest sugar’ (or ‘lowest sugar’ and ‘highest salt’) for a given variety. This provides support for the suggestion made above that manufacturers tend to use both sugar and salt as a means of boosting the flavour, and that if the level of one is reduced the other may be increased.
Manufacturers have many opportunities to promote their products to children and to parents and carers.
The packaging and nature of the product itself are used by manufacturers to attract children by using a wide range of psychological and emotive techniques, including cartoon characters, familiar images (eg from films), competitions, gifts in the pack, gifts and purchases from on-pack coupons, memberships of clubs, offers of cell-phone ringtones, jokes, games, and various inducements to visit the manufacturer’s websites.
This study also looked at the advertising of breakfast cereals on television channels during programmes that are likely to be viewed by children.
Labelling and packaging
On-pack promotion of cereals
sold to children
This study found a wide variety of techniques being used on and in the cereal products examined, including many which were highly attractive to children.
Examples of methods used to make products attractive to children
Besides using significant levels of sugar and salt to boost the flavour of breakfast cereals, companies use a large number of other devices to make the product appealing to children.
18 Marketing tactics
Marketing tactics
Kellogg’s Cocoa Frosties with Garfield characters as sold in Malaysia
Nestlé Cookie Crisp with Pink Panther characters as sold in Malaysia
19
Markteting tactics
Kellogg’s Choco’s bear features in TV advertisements in Belgium
General Mills ‘Lucky Charms’ leprechaun appears on packaging and on the website in the US
Packets of Nestlé Cheerios sold in the US contained a toy racing car
Nestlé’s Nesquik bunny features on packs sold in Russia and on the Nesquik website
Nestlé Nesquick packaging with word search puzzle from Norway
Packets of Kellogg’s Cocoa Krispies sold in Belgium contained a free magic spoon
Packets of Kellogg’s Frosties sold in Russia contained a ‘NO ENTRY’ door hanger
Package cartoons repeated on TV
adverts or websites
Puzzles on the packaging
20
Nestlé Honey Stars sold in Malaysia
Kellogg’s Choco Krispies sold in Russia
Nestlé Koko Krunch sold in Malaysia
Added flavouring agents, eg chocolate
Kellogg’s Froot Loops available in several countries
Coloured ingredients
Appealing / fantasy shapes
21 Packets of Kellogg’s Cocoa Krispies featuring Indiana
Jones sold in Malaysia and Belgium
Adventure movie tie-ins
Swimming vouchers available on Kellogg’s website in Ireland10
Sports equipment vouchers, coupons
Promotion of www.nesquik-club.com in Russia
Clubs and societies
22
‘53% wholegrain, high in fibre, low in saturated fat’
‘Contains 77% wholegrain’ Examples from Norway
Whole grain, high fibre, low fat
Example from Hong Kong
Helps education attainment
Example from US
Front-of-pack nutrition claims
Example from Spain. “Source of Fibre. High content of vitamins E, B1, B2, B9, B6, PP, B12 B5 & Fe”
Vitamin claims:
Added vitamins, ‘essential’ vitamins and
minerals, with iron, rich in calcium etc
Examples of methods used to reassure parents and carers
Parents and other carers are likely to be the main purchasers of these cereal products being sold as suitable for children. Here we also list some of the methods used to make the product appealing to purchasers who may be concerned that the product is not sufficiently beneficial to the children in their care. These examples come from a number of
companies, not just Nestlé and Kellogg's.
Fat free, Low fat
Example from Hong Kong
23 Example from Hong Kong
Energy
Example from Fiji
Lowers cholesterol
Example from US
Natural ingredients
Example from Hong Kong
No added colours, no added flavours,
no artificial preservatives
Example from Ireland
G
ood for child growth, teeth, bones
Happy families
Example from South Korea
24
Approved by parents
Example from South Korea
These examples reveal the wide range of strategies used by companies to avoid and distract attention from any negative aspects of the product, including its nutritional values and its encouragement of a liking for highly sweetened foods (and the routine consumption of cow’s milk, which is a relatively recent and not necessarily beneficial dietary change in many regions of the world). We are aware of only one honourable example – Coop Honey Bees, from Norway – where the product packaging warned parents of the high levels of sugar and advised varying the breakfast with other products containing less sugar.
Off-pack promotion
Manufacturers have developed a wide range of methods for promoting their products to children (and to their parents and carers).
Television commercials have been used for many years, and in some countries the use of TV advertising is beginning to decline in favour of other approaches, including Internet sites and direct marketing.
This section briefly considers the use of TV advertising and Internet sites. It should be noted that sweetened breakfast cereals are being promoted to children through other activities, such as school classrooms and teaching activities, and sports sponsorships for children’s junior championships.
Teaching English
–
or advertising cereals?
In Malaysia, the New Straits Times newspaper and Nestlé’s KoKoKrunch organised the “KoKo Smart Start Camp” for young children, which aimed to teach children the importance of proper nutrition and to improve their English language skills.
The event took place in primary schools, and KoKoKrunch’s mascot, KoKo was there to present certificates, workbooks and KoKoKrunch boxes to participants and winners. All participating students were given a KoKoKrunch t-shirt.
Box 3:
25
Television advertisements for unhealthy cereals aimed at children
Television advertising
Surveys of children’s cereal advertising were undertaken during the month of April 2008, and involved monitoring commercial television channels likely to be seen by children and families for a week.
A single week may not be representative of the cereal manufacturers’ usual pattern of advertising as the promotional campaigns are not continuous. However, several countries reported significant numbers of advertising ‘spots’ during the monitoring period. Details of the content of the advertising are indicated in Table 7.
Number of ads recorded in
one week Advertising methods (examples)
Belgium 238 Children in ads. Child uses cereal hoop as ring ‘Marry me, Mummy’. Calcium and vitamin emphasis. ‘Each breakfast is a big moment’. Cartoon bear from pack wakes up boy in bed: ‘Crispy chocolate cereal with milk: the best to wake-up’.
Italy 195 Cartoon animals and children. Animal fantasy: rabbit gets into cereal box, but is poured out into bowl. Happy ending. Attempts to retrieve cereal boxes from difficult situations, successful ending.
Netherlands 23 Cartoon children eating cereal. Fantasy animals with human faces. Product set in holy temple. Plot: action-tension-escape-resolution.
Spain 168 Fantasy adventure link to Indiana Jones movie. Plot: Action-search (for cereal ‘treasure’)-resolution. Fantasy adventure: ship in storm loses cargo of cereal, cartoon character (from box) dives to rescue, resolution with all happy. Links to game on box.
Australia 138 Children in ads. Cartoon animals. Cartoon characters from box. Parents recommend product. Link to prizes on website. Recipes using product. Use of sports celebrities. Free pedometer. Child walks to school while others watch from bus. ‘Fuel up.’ ‘Get you moving’.
India Not given Children in ads. Mother in ads. Product shown as suitable after school and promoted as ‘Snack for evenings’. Cartoon child (an Indian god renowned for strength). Prize competition for iPod Shuffle. Sponsored link between Kellogg’s and Vodaphone. Use of sibling rivalry to gain parent’s affection. Use of multi-varieties to ‘suit all family tastes’. Use of cartoon animals and jungle, chocolate river of milk. Election in which product gains 100,000 votes. Free Barbie dolls. Free Hot Wheels watches. Cartoon castle and animals to link cereal wit
promotion of Indiana Jones film, and related free gifts.
Malaysia Not given Children in ads. Cartoon children in fantasy lands. Use of fantasy animals. Plot:
Action-tension-escape-resolution. Fantasy cartoon explains nutritional goodness – child in the classroom solves questions on the blackboard, then plays football and scores a goal. ‘Goodness of whole grain.’ ‘The child likes – the mother trusts.’
South Korea Not given Mother and child share breakfast, share life. Health and nutrition; family values, ‘delicious taste increases happiness’.
Thailand 33 Free gifts available. Music, catchy tunes. Product ‘changes milk to chocolate milk.’ ‘Energy’ ‘Power’ ‘Nutritious’ Mother says ‘Take a box to school’. Implied better intelligence. Product shown in school trip to science museum as recommended for nutrition.
USA 135 Mother and child listening to cereal together. Child eating cereal while doing homework after school. Child excels in classroom. ‘Keep them full, keep them focussed.’ Animated apples and spices race towards cereal bowl. Cartoon pirates in an ocean of honey. Children smarter than adults: detective challenged by teens to see what's good inside cereal. Cartoons in forest use marshmallow-cereal power and magic to escape. Plot: action-escape-resolution. Free toy cars.
Table 7:
26
Websites
Website promotion of sweetened cereals is an integral part of manufacturers’ promotional strategies and linked to the current report in several ways. For example, packs led purchasers to seek more nutritional information by visiting websites, voucher and coupon give-aways on-packs (such as swimming pool entry vouchers) were further explained on websites, and most significantly, children were encouraged to visit company websites for entertainment, including games, puzzles, cartoons, ringtones, and other rewards.
The exposure of children to the product branding during their visits to such websites is more prolonged and interactive than exposure to television advertisements, and so likely to be far more influential on their attitudes towards the product.
Websites are also likely to be accessed at times when parents are not easily in control. Company websites did not restrict access or require parental approval in order to prevent young children gaining entry.
Here are a few of the many examples of company websites used to attract children and promote the highly sweetened cereal products discussed in this report.
G
ames for young children
Hong Kong:
www.nestle.com.hk/tradch/club/Kids/Game/butterfly.html
USA: www.luckycharms.millsberry.com
Korea: www.kellogg.co.kr/product/chex/fun_3.asp
The exposure of children to product
branding on websites is
more prolonged and
interactive than exposure to
television advertisements.
27
Prizes and memberships
Hong Kong: www.nestle.com.hk
Global: www.nesquik-club.com
USA: www.millsberry.com
Prizes and memberships
Norway/global: www.weetos.com/narnia
USA: www.kelloggs.com/promotions/indiana-jones
28
Music
USA: www.reesespuffs.com
Linking sugary cereals to education
Spain: www.kelloggs.es USA/Global:
www.frostedflakes.com/Kidzone/tracks.shtml
Linking sugary cereals to sport
Spain: www.kelloggs.es
UK: www.kelloggs.co.uk/whatson/swimming/free-swim.aspx
Information to guide healthy purchases
Nutritional information was provided on the side or rear panels of all products examined from Kellogg’s, all products examined from Nestlé and from all products examined from the third largest manufacturer
Post (Kraft).
The details generally took the form that is required in some countries and voluntary in others, which includes sugars, saturated fats and salt, as well as energy, protein and dietary fibre.
We believe that the best practice is to include all these components, and urge manufacturers to maintain this level of nutrition declaration.
There were inconsistencies in the form of the nutrition declarations that were confusing to consumers. The details were given according to a standard weight, but in
29 some cases the weight was based on serving size
information which differed between different products and between different countries (Table 8).
Information was often given on the nutritional value ‘with added milk’. This practice is misleading if products are not routinely consumed with milk, and also may imply a spurious additional nutritional benefit from consuming the product when the benefit is derived from the milk and not the product.
The quantity of added milk was inconsistent between products and between countries.
Generally the milk added was described as semi-skimmed or half-fat, but this was not always the case.
We believe manufacturers are likely to mislead by including details with arbitrary quantities of milk, and milk of different qualities, and urge them to avoid this practice. We believe that the best practice is to provide details per standard amount in the form as sold – such as per 100 grams of dry product – so that different varieties can be quickly and easily compared.
Country Portion sizes Added milk amounts Added milk types
Belgium 30g, 35g, 40g 125ml Half-fat
Denmark 30g, 35g 125ml Half-fat
Italy 30g 125ml Fat-free, Half-fat, Full-fat
UK, Spain 30g 125ml Half-fat
Australia 30g 125ml Full-fat
Fiji Islands 30g, 31g, 35g 125ml, 1/2cup Not given
Hong Kong 30g, 33g, 35g, 40g 125ml, 200ml, 1/2cup Fat-free, Fortified fat-free, ‘milk’, fortified milk
India 30g, 40g 100ml, 120ml, 150ml Fat-free
USA 26g – 59g Not given Fat-free
Variation in the provision of nutrition information on side or rear of box
How the 13 varieties showed different portion sizes, added milk and type of milk, when declaring nutrient values.
Front-of-pack signalling
All major cereal manufacturers appear to have collaborat-ed to use the ‘GDA’ signalling system that indicates the amounts of nutrients provided in a single portion as a percentage of a guideline daily amount (GDA). There are several problems with this approach including the choice of GDA (some products used GDAs for adults, some used GDAs for children, some invented new GDAs – see Table 9, page 30).
In addition, because of varying portion sizes used for GDA signals, it may not be easy to compare different products side by side. There is some standardisation, with many companies proposing to use 30g as a standard serving (despite evidence that the majority of consumers take larger portions).
There were, however, considerable inconsistencies. For example, in some countries the energy GDAs were given in kilocalories, and in others in kilojoules.
The number and order of presentation of the signals was inconsistent between countries, with products marketed in Europe generally printing five signals – and these were sometimes in the order: energy, sugar, fat, saturated fat, salt, and sometimes as: energy, fat, saturated fat, salt, sugar, even from the same company in the same country.
Table 8:
Reference for signals schemes used on products
sold for children
Reference bases for consumer information showed inconsistencies between countries
GDA reference
Spain Adult (2000 kcal), adult (1900 kcal) or no signals
Belgium Adult (2000 kcal), adult (1900 kcal), traffic light or no signals
Denmark, Switzerland, Adult (2000 kcal) or no signals India, Brazil and others
UK Adult (2000kcal), child (1800kcal), traffic light or no signals.
Hong Kong Adult (2000kcal), child (1800kcal) or no signals.
USA Adult (2000 kcal), ‘Sensible solution’ or no signals.
30
Besides this problem, manufacturers were often adding further non-standard signals for components such as whole grains, fibre and various vitamins. Non-standard additional GDAs were apparent in many countries, with inconsistent patterns, with one box (in Fiji) showing a total of 12 GDA signals.
In the USA there were generally four GDA signals, usually in the order: energy, fat, salt, sugar – but the sugar GDA percentage value was missing as there is no agreement on what the recommended amount should be.
We believe this approach is better for consumers and provides a quicker and simpler method for making healthy choices while shopping. We urge cereal manufacturers to adopt the traffic light format for their products.
Lastly, we considered the reference values being used by companies for these products. Many of these products are specifically marketed towards younger children, whose energy needs are lower than those for older adolescents and adults. It is generally accepted that children under age 6 need an average of 1400-1550 kcal per day, and aged under 10 some 1800 kcal per day. Manufacturers prefer to use adult figures, as the
percentage contribution of the product is lower, implying that more can be eaten in the daily diet. Adult salt, sugar and fat levels are higher, so again the percentage contribution of the cereal appears lower. We found variation and inconsistency across different countries.
Manufacturers prefer to use adult figures,
as the percentage contribution of the
product is lower, implying that more
can be eaten in the daily diet.
There is concern that some shoppers may misinterpret the GDAs for sugar and salt as being recommended amounts that should be consumed in a day rather than amounts that should not be exceeded and should preferably be avoided. Furthermore, not all purchasers are sufficiently numerate to make use of the information – one study suggests that 40% of adults in the UK would find it hard to interpret the percentages given on the GDA signals.
In contrast the UK Food Standards Agency is promoting the use of a ‘traffic light’ signalling scheme, which provides red, amber and green signals for fat, saturated fat, sugar and salt according to the percentage in the dry product. This scheme has been adopted voluntarily by several manufacturers in the UK, including some retailers with their ‘own label’ cereal products, and also by one retailer in Belgium.
Table 9:
Marketing tactics
Missing
G
DA information
No guidance on sugar intakes with US GDA signals on this pack of Kellogg’s Frosted Flakes sold in the US
The international breakfast cereals market is dominated by two multinational companies Kellogg’s and Nestlé. As prominent companies within the food industry both Kellogg’s and Nestlé’s marketing practices have been under considerable scrutiny in recent years. In response Kellogg’s and Nestlé, sometimes as part of the wider food and non-alcoholic beverages industries, have made a number of announcements and commitments.
In May 2008 Kellogg’s and Nestlé were co-signatories to a letter sent to Dr Margaret Chan, Director General of the WHO.11The following section covers their commitments
in terms of marketing to children.
“The food and beverage industry, with the support of bodies like the World Federation of Advertisers, is making significant progress in both expanding and strengthening advertising self-regulatory processes globally. This process is designed to ensure codes of conduct are properly monitored, policed and enforced in a manner which reflects the best practice model agreed upon with consumer and public health groups as part of the EU Advertising Roundtable.
Additionally, the food and beverage industry strengthened its commitment to responsible advertising through the adoption in 2004 of the International Chamber of Commerce (ICC) Framework for Responsible Food and Non-Alcoholic Beverage Advertising. This Framework was most recently updated in 2006 to cover all forms of marketing communications, including the digital media. These code provisions are currently being formally integrated into national self-regulatory codes worldwide.
Furthermore, a number of companies are
supporting participants in voluntary “Pledges” in,
for example, the EU, US and Canada, which are independently monitored and reported on, to change the types of foods and beverages advertised to children.
We recognise however that, where it is not already the case, we should apply our individual marketing and advertising commitments on a global basis. This year, we therefore intend to finalize and announce plans and timetables to achieve this, together with appropriate independent mechanisms to monitor their delivery.
In our discussions, we will take into account the need to involve as many companies as possible to ensure the application of such commitments is made more widespread throughout the industry. We will continue to seek input from WHO stakeholders throughout this process and will keep you informed of our progress.”
Both companies have also adopted company policies and made commitments as part of a series of national or regional ‘pledges.’12
Kellogg’ s
(taken from Kellogg’s Marketing to Children Practices Fact Sheet13)
“Kellogg is changing what and how the Company markets to children under 12. Kellogg will apply science-based Kellogg Global Nutrient Criteria (Nutrient Criteria) to all products currently marketed to children around the world. Products that don’t meet the Nutrient Criteria will either be reformulated or will no longer be marketed to children under 12 by the end of 2008. Kellogg will continue its practice of not advertising to children under 6.
31
What the companies say
The Nutrient Criteria are standards based on a broad review of scientific reports. Specifically, the Nutrient Criteria set an upper threshold per serving of ≤200 calories, ≤2 grams of saturated fat, labeled 0 grams of trans fat, ≤230 milligrams of sodium and labeled 12 grams of sugar. The percentages are based on a typical 2,000 calorie daily diet.
Wherever possible, and subject to our existing contractual obligations, implementation of Kellogg commitments will begin immediately. Full implementation of all
commitments will be completed by the end of 2008.
Product Impact
Almost 50 percent of current formulations of Kellogg products currently marketed to children worldwide do not meet the Criteria and will either be reformulated to meet the Nutrient Criteria or will no longer be marketed to children under 12.
Examples of Kellogg foods in the U.S. that do not meet the Nutrient Criteria include current versions of Kellogg’s® Pop-Tarts, Kellogg’s® Froot Loops and Kellogg’s® Apple Jacks.
Commitment to Responsible Marketing
Kellogg follows existing internal Worldwide Marketing and Communication Guidelines, which reflect the company’s commitment to fair and responsible advertising and govern the global marketing efforts to consumers, including children. The actions Kellogg Company is taking build on these Marketing Guidelines, which already include principles such as:
• No advertising to children under 6
• Promoting appropriate levels of consumption • Portraying safe activity, exercise
Now Kellogg is enhancing the Guidelines to reflect its new commitments, including:
• Advertising on TV, print, radio and third-party Internet media directed primarily to children under 12 only products that meet the Nutrient Criteria.
• Making content changes on all child-directed Web sites, including session time limits, limits on interactive games/activities based on the Nutrient Criteria and incorporating healthy lifestyle messaging.
• Limiting licensed character use in ads, Web sites, food forms and on front-of-pack for foods that do not meet the Nutrient Criteria.
• No product placement in any medium designed to appeal to children under 12.
• Using celebrity spokespersons, viral marketing, branded
toys and games directed to children under 12 only if the product meets the Nutrient Criteria.
• Not advertising to children in elementary and preschool settings.
The Nutrient Criteria-based marketing initiative is consistent with our 100-year heritage. It further
strengthens our commitment to helping consumers make informed food choices and sets a new standard of responsibility.
Kellogg Company actively funds and partners with organizations, health agencies and governments around the world to communicate the importance of a balanced diet and physical activity.
The Nutrient Criteria will also guide targeted future innovation and product development. Over time, Kellogg Company will work toward providing consumers even more product choices with enhanced nutritional value, as well as continuing to emphasize nutrition and healthy lifestyles in its marketing to children.
Kellogg is a founding member of the Children’s Food and Beverage Advertising Initiative in the U.S. and the Advertising Standards of Canada and Concerned Children's Advertisers in Canada. Many of the commitments above will also be expressed as part of those programs.”
Nestle
This information is available on Nestle’s website14.
“Responsible advertising to children has always been part of Nestlé's Consumer Communication Principles.
They are aimed at encouraging moderation, healthy dietary habits and physical activity without undermining the authority of parents or creating unrealistic
expectations of popularity or success. They also ensure that we do not create difficulty in distinguishing real from imaginary or create a sense of urgency.
In light of the rising concerns about child obesity, Nestlé strengthened its Principles in July 2007 by adding two important provisions:
• no advertising or marketing activity is to be directed at children under 6 years
• advertising for children from 6 to 12 years must be restricted to products with a nutritional profile that helps children achieve a healthy balanced diet, including clear limits for such ingredients as sugar, salt and fat.
32 What the companies say
33 These will be fully implemented in all countries by the
end of 2008 and subject to monitoring.
The Consumer Communications Principles are required reference points for all marketing staff and advertising agencies globally, and must be used when developing our consumer communication. All marketing campaigns are reviewed and are checked through an internal monitoring process in each market to ensure compliance with the Principles.
Additionally, Nestlé participates in industry initiatives aimed at furthering responsible advertising. These include the pledges discussed below and a Europe-wide initiative, started in 2005, which assesses companies’ compliance with industry-wide Codes of Conduct for Food and Beverages Marketing Communications. This has provided a useful tool for Nestlé to receive feedback on its
advertising and maintain high standards of compliance.”
CI believes that many parents will be shocked by the results of this survey given the healthy image that breakfast cereals have long held – and rightly so. In countries around the world breakfast cereals that are heavily promoted to children contain levels of added sugar and salt that are shockingly high.
This study has revealed that some breakfast cereals promoted to children contain more sugar than an iced doughnut. But added sugar is not the only concern; in an effort to reduce added sugar, companies have added unacceptable levels of salt. Some products were found to be a salty as seawater.
Claims that high sugar or salt levels are in some way a response to ‘cultural tastes’ have also been disproved by this report. The study showed no pattern where by only high sugar or high salt products were sold in particular countries. Consumers in countries that had varieties with some of the highest sugar levels were also purchasing products with much lower levels; this demonstrates that there appears to be no cultural reason to prevent the introduction and promotion of healthier cereals for children.
Despite the unhealthy nature of these products Kellogg’s and Nestlé are using a wide range of marketing
techniques to make them as attractive as possible to children. From the cartoon characters, celebrities and film tie-ins on the packaging to the TV adverts and websites the companies are using every trick in the book. Some marketing also seeks to reassure parents by extolling the nutritional virtues of the product or portraying images of happy family life.
Kellogg’s and Nestlé were even found wanting in the nutritional labelling that they provide on their packages.
Serving sizes varied and often underestimated how much of a product a consumer actually eats. Milk of varying quantities and types was sometimes included in the measurement. A percentage of GDA was also used in some cases, although this has sometimes been criticised as being difficult for consumers to understand.
CI expects all food companies to provide clear nutritional labelling on packaging, such as high, medium and low colour coded criteria per 100g.
The food industry’ s response
There is no doubt that increased consumer concern, and pressure for regulatory action, is beginning to influence the industry, but the response is woefully slow and half-hearted. Only in the last 18 months have some
companies in the industry announced pledges to reduce the marketing of certain products to children. But even these companies will not implement these pledges globally until 2009.
The commitments themselves also fall short of what is required. The companies involved are only committing themselves to reduce marketing to children under 12. Teenagers who are in many ways more susceptible to advertising pressure and who are still forming opinions about what constitutes an appropriate diet will still be exposed to marketing pressures. The pledges also make no commitments in relation to the use of companies’ own brand cartoon characters. This is particularly relevant for breakfast cereal manufacturers Kellogg’s and Nestlé. It appears that Tony the Tiger and Coco the Monkey will continue to appear on Frosties and Coco Pops packets despite their obvious appeal to children under 12. This makes a mockery of any commitment to stop marketing to children.
34 Conclusions and recommendations
Conclusions and
recommendations
35 Finally these commitments only relate to the companies
that have signed up to them. Whilst some large companies are involved, many others are not. If these multinationals are genuinely committed to stopping the marketing of food high in fat, sugar and salt to children they should support regulatory action that will apply to the whole industry.
The need for government action
There are two clear arguments for governments to take action against the marketing of unhealthy food to children.
First governments have a duty to protect vulnerable consumers. Currently food companies are encouraging children to eat unhealthy foods that are high in fat, sugar and salt. The long-term consequences for them as individuals could be the development of unhealthy eating habits and the development of non-communicable diseases such as diabetes, heart disease and some cancers. The marketing techniques used by Kellogg’s and Nestlé, as well as others in the food industry, are multiple and often sophisticated and children are not easily able to defend themselves against them.
Governments should also look to the long-term health of their populations. The obesity pandemic is a serious threat to the health of their citizens and to the national health budget. Whilst tackling the pandemic requires a strategy involving several elements, one of these should be stopping the marketing of unhealthy food to children. Without action in this area, positive messages about a healthy diet will always be competing against the multi-billion dollar advertising budget of the food industry.
The need for an international code
The evidence from this report further highlights the need for an international code on the marketing of food to children. National governments need support and guidance from the WHO in responding to what is now widely recognised as an urgent health issue.
An international code will also provide a clear benchmark by which to judge companies’ marketing practices. The Recommendations for an international code prepared by CI and the IOTF provide a model framework on how this can work. It would provide protection from advertising of products high in fat, sugar and/or salt for children up to 16 years old and would include: • A ban on radio or TV adverts promoting unhealthy
food between 06.00 and 21.00.
• No marketing of unhealthy food to children using new media (such as websites, social networking sites and text messaging).
• No promotion of unhealthy food in schools. • No inclusion of free gifts, toys or collectible items,
which appeal to children to promote unhealthy foods. • No use of celebrities, cartoon characters, competitions
or free gifts to market unhealthy food.
Recommendations
CI believes that all children up to the age of 16 years old should be protected from marketing of unhealthy food and drink through a global standard based on the Recommendations prepared by CI and the IOTF. In particular, the following marketing techniques should not be allowed to promote food high in fat, sugar and/or salt:
1. Advertising or promotion that directly appeals to children, including the:
• Use of celebrities
• Use of cartoon characters, including brand owned and licensed
• Inclusion of free gifts, toys or collectible items • Inclusion of competitions, vouchers or games • Shape or novelty value of the food or food packaging
2. Advertising or promotion in places children visit frequently, which includes:
• Nurseries, pre-school centres, schools and school grounds
Conclusions and recommendations
Positive messages about a healthy diet
will always be competing against the
multi-billion dollar advertising
budget of the food industry.
Governments have a duty to protect
vulnerable consumers.
• Children’s clubs, centres, playgrounds and sports halls • Family and child clinics and paediatric services
3. Advertising that targets parents or carers:
• No indirect advertising to parents or other adults caring for children such as other family members, child carers, teachers, health workers. This includes suggesting that a parent or adult who purchases such a food or beverage for a child is a better, more intelligent or a more generous parent or adult than one who does not do so, or that their child when fed these products will be more intelligent and gifted.
Consumers International calls on:
The World Health Organization
• To develop an international code to restrict the marketing of food to children based on the CI/IOTF Code.
• Report on and monitor compliance with the international Code.
National governments
• To give their support to the development of an international code on the marketing of food to children.
• To implement national legislation based on the international Code to restrict the marketing of food to children.
• To monitor misleading labelling and implement a mandatory, coherent and transparent labelling system such as the traffic light system.
Multinational food and beverage companies
• To voluntarily comply with all the provisions in the CI Code.
• To adopt a consistent global approach and ensure that all internal policies on advertising and nutrition are implemented to the same standard in all countries. • To use their creativity and breadth of marketing
techniques to encourage children to make healthy food choices.
37
Endnotes
Endnotes
1 Some Nestlé products were produced by Cereal Partners, a joint venture between Nestlé and General Mills. 2 The CI and IOTF Recommendations for an International Code on Marketing of Foods and Non-Alcoholic Beverages
to Childrenis available to download at www.junkfoodgeneration.org
3 Crain Communications. 1st Century Global Marketers. Part 1 Global Ad Spending by Marketer. Ad Age, November
2007. http://adage.com/datacenter
4 World Health Organization. Global strategy on diet, physical activity and health. GSDPAH, 46(3), WHA 2004 A57/9.
World Health Assembly, Geneva, May 2004.
5 Ibid, Para 40 (3)
6 UK Food Standards Agency. Front-of-pack Traffic light signpost labelling. Technical Guidance, Issue 2, November
2007. http://www.food.gov.uk/multimedia/pdfs/frontofpackguidance2.pdf
7 Product data from United States Department of Agriculture, Agriculture Research Service
(http://www.nal.usda.gov/fnic/foodcomp/search/) and leading brands sold in UK supermarkets (http://www.mysupermarket.co.uk/), both accessed September 2008.
8 The all-salt content of seawater is about 3.5%, however this figure incorporates a number of different salts. To find
the percentage of sodium chloride (or table salt, the sort of salt we have in food) it is necessary to look at the level of sodium in seawater. Sodium is approximately 1% of seawater, which is equivalent to 2.5% sodium chloride. http://www.physicalgeography.net/fundamentals/8p.html
9 See endnote 7.
10 http://www.kelloggs.ie/whatson/swimming/free-swim.aspx
11 http://www.nestle.com/Resource.axd?Id=AB07212C-14E2-4945-AFF4-7B1B1D0569AE 12 For example the Canadian pledge, the EU pledge, the Thai pledge and the US pledge. 13 http://www.kelloggcompany.com/commitments.aspx?id=713
14 http://www.nestle.com/SharedValueCSR/ProductsAndConsumers/MarketingandCommunications/
Also from the Junk Food Generation Campaign:
The Junk Food Trap - Marketing unhealthy food to children in Asia Pacific The Junk Food Trap, a new report by Consumers International, reveals the lengths international brands such as Coca-Cola, Kellogg's, KFC, McDonald's, PepsiCo and Nestlé
go to when marketing unhealthy food to children in Asia Pacific. Available to download at www.consumersinternational.org
Find out more about Consumers International’s campaign by visiting www.junkfoodgeneration.org
Consumers International 24 Highbury Crescent London N5 1RX, UK email: [email protected] www.consumersinternational.org
