Marketing unhealthy food to children in Asia Pacific - Consumers ...

Policy on marketing to children and tacklingobesity/nutritionMalaysiaKFC Holdings Malaysia “believe(s) that healthy eating is alifestyle choice and that any food properly consumed inmoderation can be a part of a balanced diet. We do notand never have advocated uncontrolled consumption offood. We have also taken steps to help our customersmake educated choices when it comes to choosing theirmeals, including helping them become aware about theimportance of a balanced diet and good nutrition.”As for policies on marketing of food to children, KFCstates that, “we comply (with) all the guidelines set bythe Ministry of Health in collaboration with theAssociation of Accredited Advertising Agents Malaysiapertaining to advertisements for children”. Approved inJune 2007, the guidelines ban the sponsorship by fastfood industries of children’s TV programmes and fastfood advertisements during children’s TV programmes.With respect to nutritional labelling, KFC has developednutritional content fact sheets of their products asrequired by the recent national fast food regulations.Responses to requests for information on policies relatingto marketing to children and obesity and nutrition were notreceived from KFC for the CI member in the Philippines.KFC Chicky Club kids meal and giveaways in MalaysiaChildren’s meal with free toys and movie tie-insIn Malaysia, each of KFC’s Chicky Meals comes with a toywith the type and design of the toys varying inaccordance to KFC’s current marketing tie-ins withmovies, cartoon characters, or popular toy figures. The X-Meal for teens often comes with collectible merchandise,such as key chains.In the Philippines KFC has used film tie-ins such asSuperman, Spiderman, and Scooby Doo to market itsmeals. These film icons appear on packaging, tumblers,or as toys.KFC also offers toys such as Wall Smasher, Floor Racer,Image Spinner, and Beam Bender; and innovativeproducts such as Colonel Sanders Figurine and CartoonNetwork CDs.Marketing tactics we discoveredChildren’s clubsThe Chicky Club created by KFC is the largest kids’ clubin Malaysia (acknowledged by the Malaysian Book ofRecords). Chicky Club members are entitled to specialoffers from KFC, such as meal discounts, specialcollectible toys/merchandise, and birthday eventcelebrations. Members also have access to a variety ofdiscounts at KFC’s marketing partners, which include toystores, children’s apparel, theme parks, music classes, andcinemas. Membership of the club is open to children upto 12 years old.Chicky Club ‘Speed Racer’ movie giveaways in MalaysiaInteractive websitesKFC’s website in Malaysia www.kfc.com.my has acolourful section exclusively for children. Featuring themain character Chicky and his friends (Chippy, Adora,Slyde, Wanda, and Ace), the website offers a variety ofonline activities. Visitors to the website can play onlinegames and view updates on KFC’s latest offers andprogrammes for kids.KFC Chicky Club promotion in MalaysiaChicky Club online game from Malaysia18 The Junk Food Trap