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Industry self-regulation of food advertisement to children: Compliance versus effectiveness of the EU Pledge

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  • Landwehr, Stefanie C.
  • Hartmann, Monika

Abstract

This research examines the effectiveness of the EU Pledge, a self-regulation initiative of leading food companies at the European level, in restricting television advertising of food and drink products high in fat, sugar or salt (HFSS) to children. In October 2011 and 2014, television program of ten German television networks was recorded on a weekday and a weekend day. Data was analyzed using content and regression analysis. Advertised products were examined for their compliance with the nutrient criteria of the EU Pledge and the UK OFCOM nutrient profile model. The sample contains 88 h of advertising with a total of 697 child-targeted food and beverage advertising (CFBA). The results indicate that the number of CFBA broadcasted in television program declined from 2011 to 2014 for both Pledge signatory and non-signatory companies with an overall stronger reduction in children’s compared to non-children’s program. Our findings demonstrate that CFBA broadcasted in children’s program by Pledge members comply by and large with the EU Pledge nutritional criteria in 2014. However, in the same year the probability of CFBA aired by signatory companies in non-children’s program to meet the nutrient profile criteria of the EU Pledge was low. Furthermore, the majority of CFBA of signatory companies do not meet the OFCOM nutritional criteria even in the children’s program. Thus, the effectiveness of the EU Pledge in reducing children’s exposure to child-targeted advertising of HFSS foods and drinks is limited by the focus on children’s program and the relative lenient nutritional criteria agreed on by signatory companies. Based on our results we derive recommendations for industry and policy.

Suggested Citation

  • Landwehr, Stefanie C. & Hartmann, Monika, 2020. "Industry self-regulation of food advertisement to children: Compliance versus effectiveness of the EU Pledge," Food Policy, Elsevier, vol. 91(C).
    • Handle: RePEc:eee:jfpoli:v:91:y:2020:i:c:s0306919220300178
    DOI: 10.1016/j.foodpol.2020.101833
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    1. Carter, Owen B.J. & Patterson, Lisa J. & Donovan, Robert J. & Ewing, Michael T. & Roberts, Clare M., 2011. "Children's understanding of the selling versus persuasive intent of junk food advertising: Implications for regulation," Social Science & Medicine, Elsevier, vol. 72(6), pages 962-968, March.
    2. Harrison, K. & Marske, A.L., 2005. "Nutritional content of foods advertised during the television programs children watch most," American Journal of Public Health, American Public Health Association, vol. 95(9), pages 1568-1574.
    3. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 183-213, December.
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