National Campaigning on junk food marketing
4th May
Chair: Justin Macmullan
Consumers International
Anna Glayzer
Consumers International, UK
Bart Combée
Consumentenbond, Netherlands
Dr Vokyung, Song
Consumers Korea, South Korea
•International policy update and why food marketing
to children should be monitored (Anna Glayzer)
•2 national case studies:
•Netherlands (Bart Combée)
•South Korea (Dr Vokyung, Song)
•Introducing the CI manual on monitoring food
marketing (Anna Glayzer)
• Q&A
•The CI junkfood generation toolkit for campaigning
(Anna Glayzer)
•Group discussion
International Policy update
2000 The WHO launched a global strategy to tackle
chronic non-communicable diseases.
The strategy identifies health problems caused by
poor diets
2007 The WHA called on the WHO to develop a set
of recommendations on marketing of food to
2008 World Consumer Rights day, CI & IOTF
published Recommendations for an International
Code on Marketing of Foods and Non-Alcoholic
Beverages to Children.
In May 2010, the 63rd World Health Assembly
agreed a Set of recommendations on the
marketing of foods and non-alcoholic beverages to
Available from WHO website in Arabic, Chinese, English,
French, Russian and Spanish
The recommendations urge member states to
develop policies that aim:
“to reduce the impact of marketing of foods high in
saturated fats, trans-fatty acids, free sugars, or salt
to children”
Policies should address:
• Exposure- volume
•Power- content, techniques
Monitoring of marketing activities gives a measure
of both the exposure to, and power of, unhealthy
food marketing on children.
The results can then be used to:
•Inform the development of new policy that is
appropriate to the local context
•Evaluate the effectiveness of existing policy
2 short presentations on the work of CI members in
Netherlands and South Korea
CI Manual on monitoring
• It provides technical guidance on monitoring the
exposure and power of marketing aimed at children
in a national context
Who is it for?
• NGOs, consumer or other lobbying
• policy makers
• Lack of national data on food marketing to children (in low- and
middle-income countries in particular)
• Most research has been gathered in Europe, the US
• Most research has focused on TV advertising rather than other
forms of marketing
Aims and objectives
• To support the gathering of evidence as to the extent and
nature of marketing of foods to children by monitoring food
marketing activities via different marketing channels.
• To aid researchers in answering the following questions for each
channel being monitored:
o How much food marketing is directed at children?
o What type of food products are advertised to children?
o What is the volume of healthy and less healthy food marketing
directed at children?
o What marketing techniques are used to target children?
What is included?
To achieve this the manual provides guidance and
advice on:
• design and implementation of research to monitor
food marketing via different marketing channels.
• how to analyse the content and techniques of food
• the presentation and documentation of results
• resources required for each type of monitoring
• Research planning and design
• Specific instructions for
monitoring each marketing
• Resources
• Reading List
• Methodology
• Deciding what to monitor
• Setting the key definitions
• Conducting Research
• Data collection
• Data coding and analysis – incl. coding
• Food categorisation / Nutrient profiling
• Presenting results and reporting
Which communications
Non-media based
• TV
Outdoor advertising
• Radio
Food packaging
• Print
In-school marketing
• Websites
Project Timings
Oct 2010 - Jan 2011
Assessment of current practice and draft outline
Feb – April 2011
Develop first draft
May-July 2011
Develop Final draft
Aug - Sept 2011
Publication and promotion
* Each stage includes consultation by a core group of experts
Your comments wanted!
• 1st Draft is available in English and Spanish
• Pick up a copy at Congress
• Request an electronic copy or
We are seeking feedback on the
following questions:
• Does the manual adequately cover the issues
relevant to monitoring in low and middle income
• Is the content adequate and easy to follow and is the
style appropriate for this type of document?
• A wide range of promotional strategies - is the
manual addressing the right ones?
CI Junkfood Generation: A toolkit
for national campaigns
What is the toolkit for?
•Intended to help consumer organisations and
others to lobby national governments to develop
new or improve existing policies
•Provides information ideas and resources to help
you plan an effective campaign on a minimal
•Campaigning ideas that can be transferred to other
What is in the toolkit:
•The case for action
•Identifying allies
•Look for opportunities
•Gather evidence
What is in the toolkit (continued):
•Launch your campaign
•Ideas for campaign actions and events
•Using social media
•Engaging the media
•Lobbying the government
•Next steps……….
Toolkit resources on the CI
•Lunchbox challenge
•Famous characters event
•Model letter to health minister
•Model press release with survey results
•Model press release for campaign event
Any feedback or questions?
Stay in touch!
And finally……..please look out for our consultation
document on the forthcoming UN High Level
Summit on Non-communicable diseases- out on or
around the 9th May