We continue to advertise responsibly and promote the benefits of breakfasT
We will not engage in marketing communications to children in primary schools, early childhood education centres or children’s care service centres across the EU27, except where specifically requested by, or agreed with, the school administration for educational purposes.
We will step up efforts to promote the benefits of breakfast.
We ask policymakers to recognise the significant contribution of self-regulation, voluntary codes of conduct and public-private partnerships to the success of national health strategies. Engaging all relevant stakeholders in these initiatives should remain a prerequisite to better regulation.
National dietary recommendations and campaigns should emphasise the importance of consuming fibre and whole grain. Public-private partnerships could help promote the benefits of breakfast consumption as well as increased consumption of fibre and whole grain.
The EU Pledge is a voluntary initiative by 23 companies, including various CEEREAL members to change the way they advertise to children under 12. Between 2009-2014, there was a significant drop in children’s exposure to food and soft drink ads on all media from TV to social media. In 2015, harmonised nutrition criteria were adopted for those companies that advertise to under 12s. The common criteria set energy caps, maximum thresholds for nutrients to limit salt, saturated fat and sugar and minimum requirements for positive nutrients. Compliance rates – at 98.9% in 2019 - are continuously monitored and a compliance mechanism was put in place in 2018.
Under the commitments of the International Food & Beverage Alliance (IFBA), 12 globally active companies, including several CEEREAL members, have committed to not engage in marketing communications to children in primary schools, early childhood education centres or children’s care service centres, except where specifically requested by, or agreed with, the school administration for educational purposes.
The ICC Advertising and Marketing Communications Code of the International Chamber of Commerce has been the guiding compass for those involved in advertising since 1937. Its self-regulatory system aims to build trust through responsible marketing. A special section refers to marketing communication directed to or featuring children under 12. The ICC Framework for responsible food and beverage marketing communications underlines the importance to take into consideration the perception of children when using nutritional information and claims.
WHOLE GRAIN INITIATIVE
CEEREAL and some of its member companies are part of the Whole Grain Initiative (WGI), which is coordinated by the International Association for Cereal Science and Technology. WGI aims to increase consumption of whole grains and brings together public health experts, manufacturers, marketers, grain scientists and government regulators from 36 countries.
BREAKFAST IS BEST
CEEREAL, together with a network of partners, including the European Federation of the Associations of Dietitians and the European Medical Association launched the “Breakfast is Best” campaign in 2018. It raises awareness of the importance of eating breakfast and issued a report reviewing national policies and health campaigns in Europe.