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RESEARCH PRODUCT

The Norwegian industry-led scheme restricting marketing of unhealthy food and beverages to children

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Abstract Issue The Norwegian food industry has implemented a self-regulatory scheme to restrict the marketing of unhealthy foods and beverages to children under the age of 13 years. In the period 2014-2019, the scheme has treated 77 complaints and made 126 assessments of planned marketing campaigns. Description The aim of the evaluation was to explore perceptions of the scheme through interviews with stakeholders from the industry, non-governmental organizations (NGOs), and health authorities. Further, a survey among parents (n = 1117) with children under the age of 16 years was completed to map opinions on marketing of unhealthy foods and beverages to children. Results The stakeholders had different views of the scheme, where the industry was positive, while the NGOs had mostly critical views. The dispute relates mainly to the content of the scheme's code and guidance, and less to the practice of the scheme's committee. NGOs and health authorities argue that older children should be covered by the scheme, whereas the industry opposes this. However, the scheme specifies to take precautions when marketing to adolescents below 16 years. More than 40 percent of parents are worried that their child is excessively exposed to marketing of unhealthy foods and beverages and report that it affects their child. About one-third of the parents had heard about the scheme. Lessons The possibility of having an assessment of planned marketing campaigns is a strength; however, there are still disagreements concerning the scheme's code and guidance. To make complaints, consumers need to know how, complicating supervision. However, parents experience that children are exposed to marketing of unhealthy foods and beverages and support regulations protecting them from such marketing. Key messages The industry, NGOs, and authorities have different views about the scheme. Disagreement applies mainly to the age range that should be protected from marketing of unhealthy foods and beverages.