The World Federation of Advertisers (WFA) welcomes the opportunity to contribute to the TRIS notification triggered by the proposal for a new regulation on the prohibition of the marketing of certain foods aimed at children of the Norwegian Government.
WFA represents over 150 brand owners and 60 national advertiser associations worldwide. Nearly a third of our corporate member companies are manufacturers, retailers or service providers in the food and beverage sector.
For the past 15 years, WFA has been championing voluntary initiatives in the area of food marketing, including through partnership with the International Food and Beverage Alliance (IFBA) and through coordination of action at regional and national level. WFA also partners with the International Council for Advertising Self-regulation (ICAS) and the European Advertising Standards Alliance (EASA) to make sure industry-wide mandatory ad standards reflect societal concerns around food marketing, particularly when it comes to children. WFA helped set up the EU Pledge and supported its evolution over the past years. Through our Norwegian member association ANFO we also supported the creation of the Food and Drink Industry Professional Practices Committee (MFU) in Norway.
Since 2013, MFU has played an important role in preventing marketing aimed at children, and since it was established, the pledge has been an important guideline for Norwegian retailers and producers. MFU's guidelines have also been regularly updated to meet the latest trends within digital platforms and marketing.
WFA is pleased to provide feedback to the TRIS notification triggered by the Norwegian proposal for a new regulation on the prohibition of the marketing of certain foods aimed at children. We support ambitious industry-wide standards that effectively reduce children’s exposure to the marketing of certain food and beverages products that may contribute less to overall dietary quality. While we subscribe to the policy objectives of promoting the general public’s health through better diet and nutrition, any measures must be evidence-based, proportionate and shall not create technical barrier to trade.
WFA believes that the proposed regulation, as currently drafted, are a cause of major concerns for non-Norwegian companies – new entrants or note – wanting to access the Norwegian market. Measures restricting ads, on ‘stickering’ packaging and others are technical trade barriers, and they should have been better assessed in the impact assessment provided.
