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Food Marketing to Children in Sweden and Denmark: a Missed Opportunity for Nordic Leadership

Published online by Cambridge University Press:  21 July 2017

Katharina Ó CATHAOIR
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European Journal of Risk Regulation , Volume 8 , Special Issue 2: Special Issue on the Implementation in Europe of the WHO Recommendations on Food Marketing to Children , June 2017 , pp. 283 - 297
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© Cambridge University Press 

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Footnotes

*

PhD., Law Fellow, O’Neill Institute for National and Global Health, Georgetown University. This article builds on research conducted as part of my PhD dissertation “A Children’s Rights Approach to Obesogenic Marketing”, which was funded by Governing Obesity, University of Copenhagen, katharina.o.cathaoir@jur.ku.dk.

References

1 The Swedish television advertising ban became well-known due to the case: Konsumentombudsmannen (KO) v De Agostini (Svenska) Förlag AB (C-34/95) and TV-Shop i Sverige AB (C-35/95 and C-36/95), EU:C:1997:344.

2 Renée Cordes, “Swedish call for ban on TV advertising to children faces defeat” (Politico, 2000) www.politico.eu/article/swedish-call-for-ban-on-tv-advertising-to-children-faces-defeat/, accessed 29 January 2017.

3 Vallgårda, Signild, “Addressing individual behaviours and living conditions: Four Nordic public health policies” (2011) 39 Scandinavian Journal of Public Health 6 CrossRefGoogle ScholarPubMed.

4 World Health Organisation, “A Framework for Implementing the Set of Recommendations on the Marketing of Foods and Non-Alcoholic Beverages to Children” (WHO, 2012) p. 7.

5 Ahrens, W and others, “Prevalence of overweight and obesity in European children below the age of 10” (2014) 38 Suppl 2 International Journal of Obesity (2005) S99 CrossRefGoogle Scholar.

6 Ministry for Health, Forebyggelsespakke: Overvægt (Prevention Package: Overweight) (2013) p. 8.

7 Wijnhoven, TM and others, “WHO European Childhood Obesity Surveillance Initiative 2008: weight, height and body mass index in 6-9-year-old children” (2013) 8 Pediatric Obesity 79 CrossRefGoogle ScholarPubMed.

8 Ministry for Health and Prevention, Sundere liv for alle: nationale mål for danskernes sundhed de naeste 10 år (Healthier Lives for all – national targets for Danes health in the next ten years) (2014) p. 16.

9 Ministry for Health, Oplaeg til National Handlingsplan mod Svaer Overvaegt: forslag til loesninger og perspektiver (Outline for national action plan against obesity: proposals for solutions and perspectives) (2003) p. 9.

10 Svensson, A and others, “European children’s sugar intake on weekdays versus weekends: the IDEFICS study” (2014) 68 European Journal of Clinical Nutrition 822 CrossRefGoogle ScholarPubMed.

11 Sundere liv for alle, supra note 8, pp. 16–19.

12 Ministry of Social Affairs, En Förnyad folkhälsopolitik (A renewed Public Health Policy) (Sweden, 2008).

13 Oplaeg til National Handlingsplan mod Svaer Overvaegt, supra note 9, p. 22.

14 Ibid, p. 26.

15 Health Administrator/County Council Stockholm, Så kan vi vända trenden: Handlingsprogram övervikt och fetma 2016-2020 (How can we reverse the trend: Action plan on overweight and obesity 2016-2020) (2015) pp. 60–61.

16 Sundere liv for alle, supra note 8, p. 21.

17 Ministry of Social Affairs, En Folkhälsopolitik med människan i centrum, regeringens skrivelse (Public health policies with people in mind: Government Communication) (Denmark, 2012) p. 20.

18 Nordic Council of Ministers, Nordic Plan of Action on better health and quality of life through diet and physical activity, 2006) p. 41.

19 Network on reducing marketing pressure on children, “Report from the 9th Meeting, Bern, Switzerland, 31 March – 1 April 2014” (Norwegian Directorate of Health, 2014).

20 World Health Organisation (Europe), Tackling Food Marketing to Children in a Digital World: Trans-Disciplinary Perspectives (Copenhagen, WHO, 2016) p. 22 Google Scholar.

21 A Framework for Implementing the Set of Recommendations on the Marketing of Foods and Non-Alcoholic Beverages to Children, supra note 4, p. 13.

22 Forum of Responsible Food Marketing Communication, Code of Responsible Food Marketing Communication to Children (Denmark, 2014).

23 Brinsden, H and Lobstein, T, “Comparison of nutrient profiling schemes for restricting the marketing of food and drink to children” (2013) 8 Pediatric Obesity 325 CrossRefGoogle Scholar.

24 WHO Europe, WHO Regional Office for Europe Nutrient Profile Model (2015).

25 Sweden: Marknadsföringslagen (Marketing Act) (hereafer Swedish Marketing Act) SFS 2008:486; Radio- och tv-lag (Radio and Television Act) (hereafter Swedish RT Act) 2010:696; Denmark: Lovbekendtgørelse nr 1216 af 25/09/2013 om markedsføring, (Marketing Act) (hereafter, Danish Marketing Act), Lovbekendtgørelse nr 255 af 20/03/2014 om radio- og fjernsynsvirksomhed, (Radio and Television Broadcasting Act) (hereafter, Danish RT Act).

26 Bekendtgørelse nr 801 af 21/06/2013 om reklamer og sponsorering m.v. af programmer i radio, fjernsyn og on demand-audiovisuelle medietjenester samt indgåelse af partnerskaber (Order on advertising and sponsorship, etc. of programs on radio, television and on-demand audiovisual media services as well as entering into partnerships (hereafter: Order on advertising and sponsorship, etc.), s. 21, available (in Danish) at www.retsinformation.dk/forms/r0710.aspx?id=152695.

27 Code of Responsible Food Marketing Communication to Children, supra note 22.

28 ibid, p. 2.

29 The Danish Parliament, Forslag til folketingsbeslutning om forbud mod markedsføring af usunde føde- og drikkevarer til børn under 16 år (Proposal for a bill prohibiting the marketing of unhealthy foods and beverages to children under 16 years) (2007) 2006/1 BSF 151 (10-04-2007), available (in Danish) at www.retsinformation.dk/eli/ft/20061BB00151.

30 Swedish RT Act, supra note 25, ch. 8:3.

31 Swedish Marknadsdomstolen Dom (Market Court) (hereafter MD) 1999:26.

32 See Reklamombudsmannen, www.reklamombudsmannen.org.

33 Swedish Marketing Act, supra note 25, s. 5; Danish Marketing Act, supra note 25, s. 1(1).

34 Danish Marketing Act, supra note 25, s. 8(1).

35 Office of the Consumer Ombudsman, Børn, Unge Og Markedsføring Vejledning (Guidance on Children, Young People and Marketing) (Copenhagen, 2014).

36 MD 2012: 14.

37 Swedish RT Act, supra note 25, ch. 8:3.

38 Danish Marketing Act, supra note 25, s. 8(3).

39 Jennifer L Harris and others, Measuring Progress in Nutrition and Marketing to Children and Teens (Fast Food Facts, 2013) p. vii.

40 Code of Responsible Food Marketing Communication to Children, supra note 22, p. 7.

41 Ibid, p. 8.

42 Cairns, G and others, “Systematic Reviews of the Evidence on the Nature, Extent and Effects of Food Marketing to Children. A Retrospective Summary” (2013) 62 Appetite 209 CrossRefGoogle ScholarPubMed; Kathryn Montgomery and others, Food Marketing in the Digital Age: A Conceptual Framework and Agenda for Research (2011).

43 Judgment of the Court of 9 July 1997, Konsumentombudsmannen (KO) v De Agostini (Svenska) Förlag AB (C-34/95) and TV-Shop i Sverige AB (C-35/95 and C-36/95), EU:C:1997:344.

44 Directive 2010/13/EU of the European Council and the European Parliament of 10 March 2010 on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the provision of audiovisual media services OJ L 95-1, Art. 4.

45 See further, Craig, P, EU Administrative Law (Oxford University Press, 2012)CrossRefGoogle Scholar chs. 19 and 20.

46 Swedish RT Act, supra note 25, ch. 16:15.

47 MD 1993:13.

48 Code of Responsible Food Marketing Communication to Children, supra note 22, section 5.

49 Konsumentombudsmannen (KO) v Hemglass Sverige Marknadsdomstolen 2002:31, available at www.marknadsdomstolen.se/Filer/Avg%C3%B6randen/Dom02.31.pdf (in Swedish).

50 Børn, Unge Og Markedsføring Vejledning (Guidance on Children, Young People and Marketing), supra note 35, p. 12.

51 Danish RT Act, s. 85 prohibits product placement; product placement is restricted in Sweden with certain excepions (although these do not apply to programmes directed at children under 12 years) (see Swedish RT Act, supra note 25, ch. 6).

52 Swedish RT Act, supra note 25, ch. 8:8.

53 Jenkin, G and others, ‘A systematic review of persuasive marketing techniques to promote food to children on television’ (2014) 15 Obesity Reviews : an official journal of the International Association for the Study of Obesity 281 CrossRefGoogle ScholarPubMed.

54 Forebyggelsespakke: Overvægt, supra note 6, p. 19.

55 Børn, Unge Og Markedsføring Vejledning, supra note 35, p. 12.

56 Consumer Agency, Forbruger Jura (Consumer Law) (Denmark, 2004) pp. 25–26.

57 Office of the Consumer Ombudsman, ‘Matematikbøger med billeder af mærkevarer (Maths books with pictures of brands), Case no. 2000-989/5-643 (Denmark, 2004), www.forbrugerombudsmanden.dk/Find-sager/Markedsfoeringsloven/Sager-efter-markedsfoeringsloven/boernogunge/matematikboeger?SC_itemid=97e7d493-000a-4891-8100-221e3eb836f6, accessed 30 January 2017.

58 Forum of Responsible Food Marketing Communication, Status of Forum of Responsible Food Marketing Communication 2014 (Denmark, 2014) p. 4, available at kodeksforfoedevarereklamer.di.dk/SiteCollectionDocuments/Forum%20for%20f%C3%B8devarereklamer%20folder%20UK_2014.pdf.

59 Lovbekendtgørelse nr 255 af 20/03/2014 om radio- og fjernsynsvirksomhed (Radio and Television Broadcasting Act), ss. 50(1), 50(2)(1), available (in Danish) at www.retsinformation.dk/forms/r0710.aspx?id=161625.

60 Denmark, MFL, supra note 25, s. 22(1).

61 Swedish RT Act, supra note 25, ch. 16:4.

62 ibid ch. 17:9, s. 31.

63 ibid ch. 18:2.1.

64 ibid s. 32.

65 Bo Madsen, Palle, Markedsret Del 2 (Vol 2) (5th edn, Denmark, Djøf, 2007) p. 25 Google Scholar.

66 Lovbekendtgørelse nr. 1249 af 25/11/2014 om regler for Forbrugerombudsmandens virksomhed (Order on the rules for Consumer Ombudsman), s. 1(3), available (in Danish) at www.retsinformation.dk/Forms/R0710.aspx?id=164810.

67 Danish Marketing Act, supra note 25, s. 29(1).

68 Rule for Consumer Ombudsman, supra note 66, s. 2.

69 Danish Marketing Act, supra note 25, s. 27(2).

70 ibid s. 27(1).

71 Status of Forum of Responsible Food Marketing Communication 2014, supra note 58, p. 6.

72 Livingstone, Sonia, Ólafsson, Kjartan, and Staksrud, Elisabeth, Social Networking, Age and Privacy (London, EU Kids Online, 2011)Google Scholar.

73 A Framework for Implementing the Set of Recommendations on the Marketing of Foods and Non-Alcoholic Beverages to Children, supra note 4, p. 44.

74 Radio and tv board, complaint regarding advertisement for Coca-Cola aired on SBS NET (Radio-og TV-Nævnet, København, 26 March 2008 “Klage over tv-reklame for Coca-Cola sendt på SBS Net”); Radio and tv Board, Complaint regarding misleading television advertisement for Nutella aired on TV2 (Radio- og tv-nævnet, “Klage over Vildledende Tv-Reklame for ”Nutella” Sendt På Tv 2,” in Sagsnr.: 2011-023744 (3 april 2012).

75 Status of Forum of Responsible Food Marketing Communication 2014, supra note 58, p. 8.

76 EU Pledge, Monitoring Report 2015 (EU Pledge, 2016)

77 Art. 12 ICESCR.

78 For instance, Sweden strictly limits alcohol marketing, prohibiting advertisers from directing marketing at adults aged up to 25 years: Sweden, Alkohollag (Alcohol law), SFS 2010:1622, ch. 7:1.