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ADVERTISING AND LABELLING GUIDELINES FOR

FAST FOOD NUTRITION INFORMATION

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103ADVERTISING AND LABELLING GUIDELINES FORFAST FOOD NUTRITION INFORMATION

adVertisinG and labellinG Guidelines for fast food nutrition information

1. introduction

The purpose of these guidelines is as reference for the fast food industry, advertising agencies and broadcasters on the advertising and labelling of nutrition information of fast food products. These guidelines started to be implemented in 2008. For labelling purposes, the fast food industry shall submit its labelling proposal to the Food Safety and Quality Division for review and approval.

2. definition

fast food: Fast food is generally defined as food that is prepared in large quantities following standardised procedures and served quickly in restaurants commonly known as fast food restaurants which usually advertise their services through the electronic and print media.

children’s television programmes: Television programmes for children as defined by Nielsen Media Research Malaysia as:

a) Cartoon programmes (animated)

b) Children’s television programmes (non-animated)

Demographically, according to Nielsen Media Research Malaysia, children refer to those between the ages of 4 and 9 years.

3. background

Diet is an important aspect of an individual’s healthcare. The prevalence of diseases associated with unhealthy eating habits is on the rise. In 2001, an estimated 60% of the 56.5 million reported deaths were due to non-communicable diseases (including diseases associated with unhealthy eating habits) and this contributed to 46% of the burden of disease worldwide. The proportion of the burden of non-communicable diseases is expected to increase to 57% by 2020 (2003 Report of Joint WHO/FAO Expert Consultation).

Unhealthy eating habits and excessive eating have been associated with obesity. Obesity also contributes to chronic health problems such

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104 ADVERTISING AND LABELLING GUIDELINES FORFAST FOOD NUTRITION INFORMATION

as diabetes, hypertension, high levels of fat in the blood, cardiovascular disease, kidney stones and inflammation of the gall bladder, breathing problems and some cancers (2005 Strategy for the Prevention of Obesity - Malaysia).

The National Health and Morbidity Surveys (NHMS) conducted in 1986 (NHMS I) and 1996 (NHMS II) showed an increasing prevalence of diabetes and hypertension. The prevalence of diabetes increased from 6.3% (1986) to 8.5% (1996) and that of hypertension from 14.4% (1986) to 29.9% (1996). The problem will continue to worsen if no steps are taken to control these diseases.

Studies show that with respect to overweight and obesity, diets high in fat, sugar and salt have been identified as among the risk factors that lead to an increase in the prevalence of diabetes and hypertension. Accordingly, the Ministry of Health of Malaysia has agreed to undertake measures to control the widespread promotion of and exposure to the related food products and at the same time educate Malaysians on healthier food consumption.

4. implementation of controls on fast food advertising and labelling

For a start, the Ministry of Health has stipulated the following:

a. Advertisements on fast foods are prohibited from being aired during programmes with a television viewer rating (TVR) of 4 and above. One TVR is equivalent to 1% of a target audience, and a TVR of 4 represents 4% of children between the ages of 4 and 9 years.

b. The fast food industry is prohibited from sponsoring children’s programmes on television.

c. Mandatory labelling of nutrition information for fast food products.

Advertising controls are imposed on fast foods because these food products are advertised more aggressively as compared to foods sold in regular restaurants. Attractive advertisements that portray fast foods as convenient, time-saving and value-for-money give a misleading picture to society. These attractive advertisements usually target children who have influence over food purchases by the parents/family. It is hoped that by regulating these advertisements, excessive exposure to an unhealthy food

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105ADVERTISING AND LABELLING GUIDELINES FORFAST FOOD NUTRITION INFORMATION

culture, particularly among children, can be controlled.

The proposal to require the mandatory labelling of nutrition information of fast food products is because fast food products are generally of similar and standard size and content. This will help convey nutrition information to consumers and educate them on their nutrient intake so that they are more aware and able to make informed decisions.

5. fast food advertising Guidelines

a. All fast food advertisements, whether directly or indirectly, are prohibited from being aired during children’s programmes on television with a TVR of 4 and above. Based on this achievement value, television stations are required to submit a list of children’s programmes with a TVR of below 4 every 3 months to the 4As for distribution to the clients and advertising agencies.

b. The fast food industry is prohibited from sponsoring children’s programmes on television.

c. Fast food advertisements shall not provide inaccurate or misleading information on the nutritional value of a product.

d. Fast food advertisements shall not promote excessive consumption of food.

e. Fast food advertisements shall not portray a product as being able to replace a complete or balanced diet.

f. Fast food advertisements shall not mislead, challenge or disparage the Malaysian Dietary Guidelines issued by the Ministry of Health.

g. Fast food advertisements shall comply with the provisions of the Food Act 1983 and Food Regulations 1985, including other food, nutrition and guidelines issued by the Government of Malaysia.

6. fast food product labelling Guidelines

a. The labelling of nutrition information shall be made on either the wrapper, box, tray liner, brochure, pamphlet or poster. The brochure, pamphlet or poster (if used) must be placed in an area that is easily visible to the consumer.

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106 ADVERTISING AND LABELLING GUIDELINES FORFAST FOOD NUTRITION INFORMATION

b. Information on daily recommended nutrient intake (RNI) should be displayed as a reference to the consumer. The recommended energy, carbohydrate, fat and sugar intake shall be based on the Recommended Nutrient Intakes for Malaysia, 2005, while the recommended salt intake shall be based on WHO (1982), i.e. less than 6 g per day to reduce the risk of hypertension among adults.

c. The average recommended nutrient intake by age group is as follows:

age4 – 9 Years 10 – 18 Years 19 – 65 Years

nutrient

Energy (kcal)* 1500 2350 2130

Carbohydrate (g)* 206 323 293

Protein (g)* 28 56 57

Fat (g)* 42 65 59

Sugar (g)* ≤225 ≤353 ≤320

Salt (g)** - - ≤6

* (Recommended Nutrient Intake (RNI) Malaysia, 2005)

** (WHO (1982) Technical Report Series 678, WHO, Geneva)

d. The nutrition information to be provided in the nutrition information panel for all products includes energy, carbohydrate, fat and protein. In addition, information on sugar content must be provided for beverages, while salt content must be provided for food products.

e. The percentage of the RNI for energy, carbohydrate, fat, protein, sugar and salt in each product shall be displayed in the nutrition information panel.

f. For regular products, the percentage of RNI shall be based on the average recommendation for adults aged 19-65 years, while for children, the percentage of daily recommended intake shall be based on the average recommendation for children aged 4-9 years.

g. Examples of the nutrition information labelling format for food products and beverages are as follows:

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107ADVERTISING AND LABELLING GUIDELINES FORFAST FOOD NUTRITION INFORMATION

i) food products

example: type of food: chicken burger1 serving (regular) = 150 g

nutrient content % rni

Energy (kcal) 300.0 14

Carbohydrate (g) 33.0 11

Protein (g) 12.0 21

Fat (g) 14.0 24

Salt (g) 0.4 7

(% RNI based on 2130 kcal)

ii) beverages

example: type of beverage: orange juice1 serving (regular) = 115 ml

nutrient content % rni

Energy (kcal) 51 2

Carbohydrate (g) 12 4

Protein (g) 0 0

Fat (g) 0 0

Salt (g) 12 4

(% RNI based on 2130 kcal)

h. The industry may also use other more attractive formats for displaying nutrition information, such as the nutrition signpost, but still refer to the daily recommended intake as set out in these guidelines.

i. Additional information such as serving size whether small, regular or large must also be stated on the label.

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108 ADVERTISING AND LABELLING GUIDELINES FORFAST FOOD NUTRITION INFORMATION

7. nutrient analysis

Nutrient analysis of all types of food and beverage sold shall be carried out by the fast food industry.

The industry may use two methods to analyse the nutrient content of a product, namely:

a) Chemical analysis

Ideally, the analysis should be carried out by a laboratory accredited by the Department of Standards under the Laboratory Accreditation Scheme of Malaysia. Generally, an internationally recognised method such as that prescribed by the Association of Official Analytical Chemist (AOAC) should be applied.

b) Calculations based on food composition database

Nutrients can also be calculated based on the actual amount of every ingredient used in the food product, and by using the food composition database. The Malaysian food composition database shall be the main database used but may be supplemented with other databases if necessary. The database used must be clearly identified.

All costs incurred for the nutrient analysis shall be borne by the industry.

8. labelling of seasonal fast food

The labelling of nutrient content is not mandatory for fast foods that are promoted seasonally.

9. conclusion

The Ministry of Health hopes that the fast food industry views this government directive as a strategy to promote a healthy lifestyle through good nutritional practices. Therefore, it is hoped that the industry will support these efforts. This effort can also be considered as a contribution to society by the fast food industry.

GUIDELINES ON LABELLINGSCREENING FOR INDUSTRY