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

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IndiaA comprehensive response was received by CERC in Indiaand a summary is listed below.“PepsiCo has been responsible in providing consumersrelevant information in making correct and informativechoices; and PepsiCo India food and juice drink portfolioalready contains nutritional information toward helpingthe consumer make those correct choices.PepsiCo India understands the importance of being aresponsible marketer to children. With the exception ofCheetos PepsiCo India does not advertise products tochildren under 12 years. However, advertisement tochildren is done only when the products fulfil specificnutrition criteria based on accepted scientific evidenceand/or applicable national and international dietaryguidelines. Under our policy, “advertising to childrenunder 12 years” means advertising to media audienceswith a minimum of 50% of children under 12 years. Thisself-regulation is voluntary and in place.“In May 2008, the International Council of BeveragesAssociations announced a set of Guidelines on Marketingto Children, which PepsiCo as a member have signed upto and endorsed. This means that with the exception ofwater, fruit juices and dairy-based drinks, PepsiCo will notadvertise its beverages where children under 12 years oldmake up over 50% of the audience in media includingTV, radio, print or digital media or cinema (includingproduct placement).Other marketing practices involving children under 12,such as the use of licensed characters, sponsorship andcommunications in schools will be reviewed in 2009.(such as the American group The Black Eyed Peas andlocal stars such as female singer Yeng Constantino), andoffers games, videos and downloads (wallpaper andphotos), and links to Pepsi websites in other countries.PepsiCo's Lays crisps on-pack promotion witha sport celebrity in IndiaCelebrity endorsementsIn India both classic Pepsi Cola and Lays are advertised onTV using celebrities. Bollywood actors Shahrukh Khan andJohn Abraham have advertised Pepsi, along with theIndian Cricket team. They are considered role models forchildren and Shahrukh Khan is currently anchoring a highlypopular TV quiz show aimed at children in the fifth grade.Saif Ali Khan, another Bollywood actor, advertises Lays onTV. These celebrities are popular with children. Inaddition, young stars such as Deepika Padukone andRanbir Kapoor starred in Pepsi ads showing the image ofa young new India called ‘Youngistan’.The packet of Lays below carries the message “ChalaChange Ka Chakkar (Change your life)”. SportspersonMahinder Singh Dhoni (Indian Cricket Team Captain) isshown and a chance to exchange one’s life with himand/or other film stars, for one day, has been promoted asa prize. Cricket stars are very popular with children in India.Marketing tactics we discoveredInteractive websitesIn the Philippines, PepsiCo uses interactive websites totarget teenagers from 13 years old and over. PepsiCo’sinteractive website (http://www.pepsiworld.com.ph)features its current promotions and music celebritiesPepsiCo-owned Lays crisps with sport celebritytie-in from IndiaIn Asia, PepsiCo also uses famous footballers popularwith children. In Malaysia, Pepsi is promoted with anonline initiative where teenagers from 13 years oldupwards can log in and match their profile to a footballer.PepsiCo website in the PhilippinesPepsiCo website with sport idols in Malaysia24 The Junk Food Trap
Overview ofgovernment policiesAll governments in the countries covered in this reporthave some programmes on labelling, nutrition andobesity. In this section, information is provided ongovernment action in the specific area of marketing offood to children.FijiThe Food Safety Act of 2003, which is yet to be enforced,contains general regulations on advertising. There are nospecific regulations on the marketing of food to children,although the powers are contained within the Act toenable this to happen.Under Food Safety Act (Fiji) 2003:“An advertisement or promotion is deemed to be false,misleading or deceptive, if the advertisement orpromotion–• incites the public to excessive or irresponsibleconsumption of a particular food;• contains exaggerated or substantiated claims;• expresses partial truths or ambiguous claims which maylead to misinterpretation or confusion;• refers to investigations or reports by false or nonexistentauthorities or research centres;• suggests that the consumption or use of the productimproves social prestige or personal status;• claims that the food complies with the specificconditions desired by consumers when it does not;• uses, in whole or in part, a copy of or the result of anyanalysis made for the purposes of this Act without thewritten approval of the board.The board may, by regulations, impose controls on theadvertising and promotion of food so as to maintain andimprove conditions for informed consumer decisionsconcerning food.”Hong KongIn Hong Kong, the Government operates broad codes ofpractice on advertising standards for television and soundbroadcasting, which have some general provisions onadvertising aimed at children.For example, the code stipulates that no product orservice may be advertised and no method of advertisingmay be used which might result in harm to childrenphysically, mentally or morally, and no method ofadvertising may be employed which takes advantage ofnatural credulity and sense of loyalty of children 11 .Nevertheless, there is no particular provision in the codeson advertising of food targeting children.IndiaThe Advertising Standards Council of India (ASCI) is aself-regulatory body set up in1985 on the initiative of theadvertisers themselves. It has a code for self-regulation inadvertising that sets down the do’s and don’ts for theindustry. The objective of this set up was to ensuretruthfulness and honesty in advertising and also toenhance people’s confidence.In December 2007, the Advertising Standard Council ofIndia (ASCI) has laid down certain guidelines with regardto food marketing to children:“Self - Regulation Guidelines on Advertising of Foods &Beverages directed at Children under 13 years of age.Children’s choice of diet (food and beverages) and levelof physical activity, can impact their general health andwell-being. It can have a positive influence byencouraging a healthy, well balanced diet, sound eatinghabits and appropriate physical activity. Caution and caretherefore should be observed in advertising of Foods &Beverages especially ones containing relatively high fat,sugar and salt.Overview of government policies25
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Page 5: ContentsExecutive summary _________
Page 8 and 9: We believe that the substantial bod
Page 10 and 11: INTRODUCTIONThe food trapThe obesit
Page 12 and 13: When is a product ‘high in fat, s
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Page 16: Interactive websitesCoca-Cola has a
Page 19 and 20: In school marketingKFC in Malaysia
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Page 30 and 31: APPENDIXAbout the reportOur researc
Page 32: Endnotes1International Journal of P

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