Global Strategy on Diet, Physical Activity and Health

A framework for implementing the set of recommendations on the marketing of foods and non-alcoholic beverages to children

In May 2010, the World Health Assembly (WHA), through resolution WHA63.14, endorsed a set of recommendations on the marketing of foods and non-alcoholic beverages to children. The main purpose of the recommendations was to guide efforts by Member States in designing new policies, or strengthening existing policies, on food marketing communications to children in order to reduce the impact of marketing foods high in saturated fats, trans-fatty acids, free sugars, or salt. Resolution WHA63.14 requested that the Director-General provide technical support to Member States in the implementation, as well as the monitoring and evaluation, of the recommendations.

This framework document has been developed in response to the mandate of resolution WHA63.14 and is aimed at policy-makers wanting to apply the recommendations in their individual territories. The process involved is set out in four sections.

Initially the concept of “marketing to children” is defined; examples of marketing techniques are provided and an explanation given as to how marketing works and who is involved. A “step-by-step” process for the policy development and policy implementation follows, with the final section of the framework addressing the need to establish an effective monitoring and evaluation system giving practical references on what to monitor and the approaches and methods that can be used.

Overall, the framework provides a useful addition to resources available for the implementation of the set of recommendations on the marketing of foods and non-alcoholic beverages to children.

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