The report first acknowledges that quantity and content of advertisement affect consumption and thus the healthy development of children. Hence formulates recommendations that take into account the health perspective and the vulnerability of children.
One of the first recommendations sets out that parents’ role is crucial in deciding on purchases. Consequently, advertising should not put parents’ power of decision into question. Nor should it appeal to children’s emotions or making them believe that social relations can be obtained by or compensated with food.
The other recommendations focus on misleading advertisements: Advertisements should not be misled on product’s composition. Only relevant information about the nutritional contents of the products should be claimed.
Behavioural models are also addressed in the report: violence, alcohol and tobacco are not acceptable according to the authors. On the same topic, free gifts and lotteries should also be carefully restricted.
For more information:
Children & Foodstuffs Marketing Recommendations
EPHA related articles:
Obesity in children and young people: A crisis in public health
