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

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