Two excellent examples of industry wide self-regulatory measures are Spain’s Code of Self-Regulation for the Advertising of Food Products Aimed at Children and UNESDA’s commitment to expand its European product and package ranges.

Spain’s PAOS Code Targets Advertising

In Spain, the Code of Self-Regulation for the Advertising of Food Products Aimed at Children, the PAOS Code, was signed on 9 June 2005 by the Ministry of Health and Consumers and the Food and Drink Industry Federation (Federación de Industrias de Alimentación y Bebidas, FIAB) and came into force on 15 September 2005. To date, 35 companies representing 85% of TV advertising, have signed up to this Code. The PAOS Code has been developed in the Framework of the Spanish National Strategy for Nutrition, Physical Activity and Obesity Prevention (NAOS).

Scope

In total, 808 advertisements and promotions have been evaluated under the PAOS Code rules, based on three pillars:

•  Code rules
• Advertisements are controlled before and after airing by Autocontrol, an independent body
• Monitoring Commission (includes Government and Consumers’ Council representatives)

Benefits

The PAOS Code does not replace current legislation but establishes a set of guidelines. The benefits include:

• A faster, more flexible and effective self-regulation system to promote responsible advertising
• A positive approach that helps companies monitor the messages aimed at minors
• A proactive and participative approach that fits within the philosophy of the NAOS Strategy

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UNESDA’s Commitment to Inform Consumers

UNESDA, the Union of European Beverages Associations, has committed to expand its product and package ranges across Europe - offering consumers increased opportunities to reduce their calorie intakes. UNESDA has recently adopted CIAA’s GDA-based nutrition labelling scheme. It is the first industry to adopt it as an entire sector and as a commitment to ensuring that consumers are informed about the beverages they buy. Roll out of the scheme is scheduled to start across Europe in the first half of 2007. UNESDA has appointed independent auditors to monitor compliance with key performance indicators and it has been publicly ‘named and praised’ by Commissioner Kyprianou for the commitments made.

Among UNESDA’s commitments:

• Including labelling and nutrition information on-pack
• Providing low- and no-calorie product versions
• Providing a range of packaging sizes
• Offering a full variety of beverages in unbranded vending machines in secondary schools
• No advertising and no vending to children under twelve

First results of the audit published in March 2007 indicate impressive levels of compliance across Europe. Among the findings:

• Calorie content per litre has declined over the period
• 40% of the no- and low-calorie products on the European market have been introduced since 2000
• 66.9% of secondary schools offered a full range of drinks, including water and fruit drinks
• 93.9% of primary schools were compliant and did not offer beverages for sale
• 69% of vending machines in secondary schools were unbranded and/or displayed health messages as opposed to product advertising
• 99.79% of television advertising by the signatories to the UNESDA commitments was compliant

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How to implement the CIAA nutrition labelling scheme »

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