An analysis of the content of food industry pledges on marketing to children
The objective of this study was to identify pledges made by the food industry to change food marketing to children worldwide, examine their content, and discuss their potential to reduce the harmful effects of food marketing to children. Between 2005 and 2009, the food industry developed thirteen pledges on food marketing to children, involving fifty-two food companies. Two of the pledges were global, two were regional, and nine applied to specific countries. All pledges included definitions of children and child-targeted media, as well as the communication channels and marketing techniques covered, and permitted companies to set criteria for foods that are exempted from any restrictions.
The development of pledges on food marketing to children in such a short span of time is impressive. However, limitations and inconsistencies in the pledges and commitments suggest that the food industry has a long way to go if its pledges are to comprehensively reduce the exposure and power of marketing to children.
Full citation: Hawkes C, Harris JL. An analysis of the content of food industry pledges on marketing to children. Public Health Nutr. 2011;14(8):1403-1414. https://doi.org/10.1017/S1368980011000607