Anunciantes comprometidos con la publicidad responsable dirigida a niños

La Alianza Internacional de Alimentos y Bebidas (IFBA, por sus siglas en inglés) publicó un informe que encontró una alta tasa de cumplimiento en 2015 entre las empresas miembros de la WFA e IFBA en los compromisos que asumieron en cuanto a publicidad responsable y el marketing dirigido a los niños.

WFA members continue to deliver high compliance on commitments

The International Food & Beverage Alliance (IFBA) released a report that found a high rate of compliance in 2015 among WFA and IFBA member companies on the commitments they made on responsible advertising and marketing to children.

In May 2008, the Coca-Cola Company, Ferrero, General Mills, Grupo Bimbo, Kellogg's, Mars, McDonald's, Mondelez International, Nestlé, PepsiCo and Unilever committed to five actions in support of the World Health Organisation's 2004 Global Strategy on Diet, Physical Activity and Health, including a commitment to extend their existing policies on responsible advertising and marketing to children globally.

IFBA's global marketing and advertising to children policy states that:
“IFBA members have committed to only advertise products to children under 12 years of age that meet specific nutritional criteria based on accepted national and international evidence and/or applicable national and international dietary guidelines; or to not advertise products to children under 12 years at all. For the purpose of this initiative, “advertising to children under 12 years” means advertising to media audiences with over 35% of children under 12 years.”

Since 2009, Accenture has been commissioned to monitor and report on members' compliance for television, print and internet advertising in child-directed media. For the seventh year in a row, WFA and IFBA members continue to demonstrate a high rate of compliance.

Key 2015 Accenture Compliance Report results:
1. Compliance with the commitment on TV advertising: 97%
More than half a million (718,451) television ads on 397 channels reviewed over a three-month period in 10 markets – Brazil, China (Shanghai), Colombia, Indonesia, (UAE).
2. Compliance with the commitment on print: 100%
71 print publications reviewed in 5 markets – Brazil, China, India, Russia, Singapore and South Africa.
3. Compliance with the commitment on internet advertising: 99.8%
86 websites reviewed in 4 markets – Brazil, China, Russia and Singapore.

You can read the full report here: https://ifballiance.org/wp/wp-content/uploads/2016/04/IFBA-2015-Accenture-Marketing-Compliance-Monitoring-Report.pdf

Fuente: WFA

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