Coop wants to place fewer ads for children
Coop is the first major retailer to commit to restricting its advertising practices targeting children under the age of twelve. Going forward, the retailer will refrain from advertising products to children—with some exceptions.
"If the products do not meet defined, scientifically recognized nutritional criteria", they will not be advertised to children, writes the Swiss Pledge initiative in a press release on Wednesday. Coop describes the label as a "significant new addition". Although the self-regulation, which will apply from January 1, 2014, is voluntary, it represents a clear commitment to change its own advertising behavior towards children. The voluntary campaign is monitored by independent market research companies that analyze advertising on TV, in magazines or on websites.
By the end of next year Swiss Pledge has stated that it will introduce standardized nutritional criteria for each product category. According to a press release, the Federal Office of Public Health (FOPH) welcomes the industry's voluntary initiative. Since the launch of Swiss Pledge in 2010, the number of members has doubled. The label now includes 13 national and international food manufacturers and catering companies, which account for more than a third of TV advertising expenditure for food and beverages in Switzerland this year at around CHF 124 million. Nestlé, Kellogg and McDonald's, for example, are participating in the program. Others are to follow. (SDA)
Teaser image: Keystone (child in foreground)
