National Campaigning on junk food marketing
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National Campaigning on junk food marketing. 4 th May. Chair: Justin Macmullan. Consumers International. Speakers Anna Glayzer Consumers International, UK Bart Combée Consumentenbond, Netherlands Dr Vokyung, Song Consumers Korea, South Korea.

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National Campaigning on junk food marketing

4th May

Chair: Justin Macmullan

Consumers International

  • Speakers

  • Anna Glayzer

  • Consumers International, UK

  • Bart Combée

  • Consumentenbond, Netherlands

  • Dr Vokyung, Song

  • Consumers Korea, South Korea

  • Agenda

  • 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

  • Finish

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 children.

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 children

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

  • CI Manual on monitoring Netherlands and South Korea

  • What?

  • 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 organisations

    • policy makers

Rationale Netherlands and South Korea

  • 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
Aims and objectives Netherlands and South Korea

  • To support the gathering of evidence as to the extent and natureof 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:

    • How much food marketing is directed at children?

    • What type of food products are advertised to children?

    • What is the volume of healthy and less healthy food marketing directed at children?

    • What marketing techniques are used to target children?

What is included
What is included? Netherlands and South Korea

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 marketing

  • the presentation and documentation of results

  • resources required for each type of monitoring

Structure Netherlands and South Korea


  • Specific instructions for monitoring each marketing

  • channel

  • Resources

  • Reading List


  • Research planning and design

    • Methodology

    • Deciding what to monitor

    • Setting the key definitions

  • Conducting Research

    • Data collection

    • Data coding and analysis – incl. coding documents

    • Food categorisation / Nutrient profiling

  • Presenting results and reporting

Which communications channels? Netherlands and South Korea

Non-media based

  • Outdoor advertising

  • Food packaging

  • In-school marketing


  • TV

  • Radio

  • Print

  • Websites

Project timings
Project Timings Netherlands and South Korea

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! Netherlands and South Korea

We are seeking feedback on the following questions
We are seeking feedback on the following questions: Netherlands and South Korea

  • Does the manual adequately cover the issues relevant to monitoring in  low and middle income countries?

  • 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 Netherlands and South KoreaJunkfood Generation: A toolkit for national campaigns

  • What is the toolkit for? Netherlands and South Korea

  • 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 budget

  • Campaigning ideas that can be transferred to other campaigns

What is in Netherlands and South Koreathe toolkit:

  • The case for action

  • Identifying allies

  • Look for opportunities

  • Gather evidence

What is in Netherlands and South Koreathe 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 website: Netherlands and South Korea

  • Lunchbox challenge

  • Famous characters event

  • Model letter to health minister

  • Model press release with survey results

  • Model press release for campaign event



    Stay in touch! Netherlands and South Korea

    [email protected]

    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

    [email protected] Netherlands and South Korea