MERCADEO Versión en español
Eleven food companies agree new self-regulatory controls on marketing
Claudia Smolansky| 17 de agosto de 2021
Marcas Comida
Eleven of the largest global food and drinks brands have agreed to further restrict advertising to children of products high in fat, sugar and salt, which means children globally will see less ads for products that don’t meet certain nutritional criteria. Among other changes, five entire categories will no longer be advertised to children under the age of 13: chocolates, candies/confectionery, potato crisps, soft drinks and ice creams. The new restrictions are part of the International Food & Beverage Alliance (IFBA)’s 2021 Global Responsible Marketing policy, which replaces the previous rules agreed in 2014. The new agreement was reached following intensive negotiations spearheaded over the course of the past eighteen months by WFA, and is supported by The Coca-Cola Company, Danone, Ferrero, General Mills, Grupo Bimbo, Kellogg, Mars, Mondelēz International, Nestlé, PepsiCo and Unilever. The objective is to drive change in how and what IFBA-member companies advertise. Its key goal is to reduce the impact on children of marketing foods high in fat, sugar or salt, and ensure that marketing communications are aligned with the promotion of balanced diets and healthy, active lifestyles.
