IFBA reports a 97.6% television compliance rate on advertising and marketing communications to children


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On 8 March, IFBA, the International Food & Beverage Alliance, released its 2011 compliance monitoring report on advertising and marketing communications to children.

For this third annual compliance monitoring, Accenture examined 1,194,101 television advertising spots on more than 1,200 channels over a three-month period in ten markets – Australia, Brazil, China (Guangzhou region), India, Mexico, New Zealand, Russia, South Africa, Thailand and Ukraine. They also examined more than 40 child-directed print publications and almost 100 child-directed websites across seven of these markets – Australia, Brazil, China, India, New Zealand, Russia and South Africa.

Accenture reported an overall compliance rate of 97.6% for television advertising (compared to 98.27% in 2009 and 96% in 2010) and 100% for print and internet advertising (equal to 2009 and 2010 rates). Since 2009, television advertising compliance rate has been above 93% in every market analysed.

Global Policy on Advertising and Marketing Communications to Children

In 2008, IFBA members adopted a global policy on marketing and advertising to children under 12 years old covering TV, print and third-party internet advertising where more than 50% of the audience is composed of children under 12 years.
Full IFBA members - the Coca-Cola Company, Ferrero, General Mills, Grupo Bimbo, Kellogg's, Kraft Foods, Mars, Nestlé, PepsiCo and Unilever - commit either to:
  • only advertise certain products that meet specific nutrition criteria based on accepted scientific evidence and/or applicable national and international dietary guidelines (since food company portfolios vary widely, each company determines its own nutritional criteria and makes these public) to children under 12 years; or
  • not to advertise their products at all to children under the age of 12 years.

In November 2011, IFBA enhanced its global policy on advertising and marketing to children to cover more television programming and improve coverage by including marketing communications on company-owned (including corporate and brand-owned) websites in addition to third-party websites. Third-party monitoring exercises will monitor against this enhanced policy from the beginning of 2013.

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