Well…kind
of. Actually a consortium of the world’s largest food makers have
voluntarily, in response to pending action by the EU commission, agreed
to stop advertising unhealthy food during children’s television
programs by the end of next year throughout Europe. Seriously, no joke.
That means no more Coco Crispies or Count Chocula ads during Power
Rangers.In a joint statement 11 companies, which together
account for more than 2/3 of cash spent each year on food and beverage
advertising in the EU, agreed to stop advertising unhealthy food and
beverages on television programs, Web sites or in print media where
children under age 12 could be considered a target audience.
They
also agreed not to engage in any commercial communications related to
food and beverages in primary schools, unless part of a specifically
requested educational program.
These are no small-fry companies
either. They include Coca-Cola, Groupe Danone (Danon), Burger King,
General Mills, Kellogg, Kraft Foods, Mars, Nestlé, PepsiCo, Ferrero and
Unilever.
At some point in the next year the companies will set
a “high nutritional hurdle” which foods will have to meet in order to
be advertised during children’s programming.
It’s important to
point out that this new policy will apply only to EUROPE, because that
is where the regulatory threat was coming from. Since there’s no such
regulatory threat in the US, fat American toddlers will still be
transfixed by a magical little leprechaun running off with their lucky
charms. USA! USA!