Global Framework

In October 2006, the International Chamber of Commerce (ICC) issued a new global framework that promotes high ethical standards for the marketing of food and beverages.

The Framework for Responsible Food and Beverage Marketing Communications sets a minimum requirement for content across all forms of marketing communications, including the Internet for food marketers operating in all markets worldwide. With an expanded section on marketing to children, the Framework also supports the efforts of the European Union, the U.S. Federal Trade Commission and several other governments around the world in addressing the issue of childhood obesity.

The Framework contains a series of “guideposts” for food and beverage marketers, such as:

• Marketing communications must not encourage excess consumption
• Portion sizes must suit the occasion
• Health and nutrition claims must be backed by sound science
• Foods not intended as meal substitutes should not be presented as such
• Food and drink promotions must not undermine the importance of a healthy lifestyle
• Using fantasy and animation to market to children are acceptable, but must not mislead them about nutritional benefits
• Marketing should not lead a child to believe a product will make him or her more popular, smarter or more successful in school or in sports
• Sales promotions must present the conditions of a premium offer or contest in language a child can understand, spelling out the products that must be purchased to receive the offer, the terms of entry, the prizes and the chances of winning

The Framework provides important guidance for self-regulatory organisations, which play a leading role in industry oversight when tailoring these global standards to local customs.