Digital Marketing: government guidelines & recommendations

ResourcesPolicy DossiersDigital MarketingDigital Marketing: government guidelines & recommendations

Childhood Obesity Plan: A Plan for Action, Chapter 2

Policy extract: This new Plan of Action calls for actions regarding sugar reduction, calorie reduction, advertising and promotions, local areas, schools and delivering the national ambition. In our 2016 plan we committed to updating current marketing restrictions to ensure they reflected the latest dietary advice. This work is underway as Public Health England (PHE) consult on updating the Nutrient Profiling Model, the tool used to define what products can and cannot be shown during children’s programming. However, despite strict restrictions around children’s TV we know their impact will be limited if they do not reflect their media habits across all the media platforms which they use. See more

Evidence brief for policy: Reducing consumption of sugar-sweetened beverages and their negative health impact in Estonia

Policy extract: The brief looks at four selected policy options to reduce the consumption of sugar-sweetened beverages and their negative health effects. It focuses on children, as beverage preferences and consumption patterns develop early in childhood and can persist over time. See more

Report of the commission on ending childhood obesity

Policy extract: This document provides a summary of the recommended actions for policy makers. It can inform which package of integrated interventions may best be implemented in particular settings to achieve the target of halting the rise in childhood obesity. It identifies six key areas of action: promote intake of healthy foods; promote physical activity; preconception and pregnancy care; early childhood diet and physical activity; health, nutrition and physical activity for school-age children; and weight management. See more

Recognition of advertising: online marketing to children under 12

Policy extract: The CAP Code applies to marketing in paid for space online and to marketing communications appearing in marketers’ own space that are directly connected to the supply of good or services. See more

Social Marketing Strategy 2017 to 2020

Policy extract: We deploy national marketing to deliver change at scale. We plan our campaigns around the flow of people’s lives, creating calendar moments that bring people together to make healthy changes, while engaging and interacting with them on an ongoing basis to embed those changes. Critical to this is our life course approach, and the citizen-centric way we plan and deliver our branded programmes. See more

Tackling food marketing to children in a digital world: trans-disciplinary perspectives

Policy extract: This publication provides up-to-date information on the marketing of foods and non-alcoholic beverages to children and the changes that have occurred in recent years, focusing on the major shift to digital marketing. It examines trends in media use among children, marketing methods in the new digital media landscape and children’s engagement with such marketing. It also considers the impact on children and their ability to counter marketing as well as the implications for children’s digital privacy. Finally, the report discusses the policy implications and some of the recent policy actions by WHO European Member States. See more

Action Plan for the Prevention and Control of Non-communicable Diseases in the WHO European Region

Policy extract: The Action Plan focuses on five priority action areas and interventions to achieve regional and global targets to reduce premature mortality, reduce the disease burden, improve the quality of life and make healthy life expectancy more equitable. See more

CAP Consultation: food and soft drink advertising to children

Policy extract: This regulatory statement sets out the outcome of the consultation, along with CAP’s evaluation of responses and confirmation of the new and amended rules and associated guidance. See more

Code of Standards for Advertising and Marketing Communications in Ireland

Policy extract: The primary objective of the Code is to regulate commercial marketing communications in the interest of consumers ensuring, so far as possible, that all marketing communications are prepared with a sense of responsibility both to the consumer and to society. See more

European Food and Nutrition Action Plan 2015-2020

Policy extract: The mission of this action plan is to achieve universal access to affordable, balanced, healthy food, with equity and gender equality in nutrition for all citizens of the WHO European Region through intersectoral policies in the context of Health 2020. See more

Sugar Reduction: The evidence for action

Policy extract: This report sets out the findings and assessment of the evidence-based actions to reduce sugar consumption. It first considers the need for action, the health issues associated with this and the benefits in reducing our intakes. See more.

EU Action Plan on Childhood Obesity 2014-2020

Policy extract: The purpose of this EU Action Plan on Childhood Obesity is to: 

  • Demonstrate the shared commitment of EU Member States to addressing childhood obesity;
  • Set out priority areas for action and a possible toolbox of measures for consideration and
  • Propose ways of collectively keeping track of progress.

See more

Marketing of foods high in fat, salt and sugar to children: update 2012-2013

Policy extract: This briefing document describes the changing nature of marketing methods and recent policy approaches to controlling the marketing of food and beverages to children, and offers a summary of recent research papers on the evidence linking advertising and marketing to children’s dietary behaviour. See more

A Framework for Implementing the set of Recommendations on the marketing of foods and non-alcoholic beverages to children

Policy extract: This framework document has been developed in response to the mandate of resolution WHA 63.14 and is aimed at policy-makers wanting to apply the recommendations in their individual territories. The process involved is set out in four sections. These can be followed consecutively as a process, or used individually to support specific areas of policy development or implementation. See more

EU Pledge: 2012 Monitoring Report

Policy extract: The EU Pledge is a voluntary initiative launched by leading food and beverage companies to change food and beverage advertising on TV, print and internet to children under the age of twelve in the European Union. See more

A Review of Food Marketing to Children and Adolescents: Follow-Up Report

Policy extract: The report examines whether and to what extent the nutritional quality of foods marketed to children and teens has improve with the advent of self-regulatory initiatives. The report examines whether and to what extent the nutritional quality of foods marketed to children and teens has improved with the advent of self-regulatory initiatives. Finally, this report examines the progress industry has made in marketing food responsibly to children and shifting the emphasis of that marketing to more nutritious choices. See more

Framework for Responsible Food and Beverage Marketing Communications 2012

Policy extract: The Code sets forth general principles governing all marketing communications, and includes separate sections on sales promotion, sponsorship, direct marketing, digital interactive marketing and environmental marketing. ICC encourages food and beverage marketers to adhere to principles of responsible marketing communications, above and beyond compliance with legal requirements, especially when communicating to children. See more

The BCAP Code: The UK Code of Broadcast Advertising

Policy extract: This Code applies to all advertisements (including teleshopping, content on self-promotional television channels, television text and interactive television advertisements) and programme sponsorship credits on radio and television services licensed by Ofcom. See more

Population-based prevention strategies for childhood obesity

Policy extract: This document presents the results of the working group discussions, which include a set of guiding principles for childhood obesity policy and programme development and examples of areas for action. It also includes summaries of presentations on country experiences in prevention interventions that were given at the meeting. See more

Marketing of food and non-alcoholic beverages to children

Policy extract: Resolution – WHA 63.14 Marketing of food and non-alcoholic beverages to children. See more.

Set of Recommendations on the Marketing of Foods and Non-Alcoholic Beverages to Children

Policy extract: The main purpose of these recommendations is to guide efforts by Member States in designing new and/or strengthening existing policies on food marketing communications to children in order to reduce the impact on children of marketing of foods high in saturated fats, trans-fatty acids, free sugars, or salt. See more

Solving the problem of childhood obesity within a generation

Policy extract: Research and scientific information on the causes and consequences of childhood obesity form the platform on which to build our national policies and partner with the private sector to end childhood obesity epidemic. Effective policies and tools to guide healthy eating and active living are within our grasp. This report will focus and expand on what we can do together. See more

The CAP Code: The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing

Policy extract: The Committee of Advertising Practice (CAP) is the self-regulatory body that creates, revise and enforces the Code. By creating and following self-imposed rules, the marketing community produces marketing communications that are welcomed and trusted. See more

Interventions on Diet and Physical Activity: What Works?

Policy extract: It provides policy-makers and other stakeholders with a summary of tried and tested diet and physical activity interventions that aim to reduce the risk of chronic NCDs. See more

Marketing Food to Children: the Global Regulatory Environment

Policy extract: This report, which examines the regulatory environment surrounding the marketing of food to children in over 70 countries, represents an attempt to broach the topic in more depth. It is based on an extensive review of existing laws and self-regulatory codes, paying particular attention to six marketing techniques, commonly employed by food companies: television advertising, in-school marketing, sponsorship, product placement, Internet marketing and sales promotions. See more

The Broadcast Code for Advertising to Children

Policy extract: The Broadcast Code for Advertising to Children (Children’s Code) is designed to complement the general principles for ethical advertising outlined in the Canadian Code of Advertising Standards which applies to all advertising. Both codes are published and administered by Advertising Standards Canada (ASC). See more