6 months ago


6 Monitoring food

6 Monitoring food marketing to children

Preface The protocol describes methods for how to monitor marketing communication of HFSS foods and beverages directed to children and young people, and market communication to which children and young people are exposed to in their everyday life. A joint Nordic protocol for monitoring will allow for easy comparisons of monitoring data from the different countries. The project working group who have involved in work with the report are representatives from University of Iceland, The Finnish Consumer’s Union, The Danish Veterinary and Food Administration, University of Gothenburg, Directorate of Health – Iceland, Norwegian Directorate of Health, Norwegian Institute of Public Health, Lund University, The Open University (UK), National Institute of Public Health – Slovenia and WHO Euro. The Nordic Council of Ministers funded the work. In the process of making the protocol, representatives from the two industry regulation schemes in Denmark (Forum for Responsible Food Marketing Communication) and Norway (Food and Drink Industry Professional Practices Committee – MFU) have had the opportunity to comment on the content of the drafts of the protocol. The project group considered all inputs and comments, accounted for some of them, but the majority of their comments reflects having different, principal viewpoints on issues such as the need for monitoring, which marketing communications to include and which groups to target. Methods of marketing communications are continuously developing, particularly within social media and due to new technical developments. It is also likely that there will be new opportunities and methods for monitoring. Consequently, the methods described in the protocol should always be critically reviewed and possibly adjusted to the particular cultural and social/media context before being applied. Monitoring food marketing to children 7