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Round table of national policy updates ‐ Slovenia
Mojca Gabrijelčič Blenkuš
National institute of Public Health Slovenia
STANMARK meeting,
Copenhagen, 29th – 30th May 2010
Public health challange:Overweight and obesity in children and
adolescent in Slovenia Boys (6 – 19 y) Girls (6 – 19 y)
Overweight Obesity Overweight +Obesity
Overweight Obesity Overweight +Obesity
1989 12,9 % 2,7 % 15,6 % 13,1 % 2,5 % 15,6 %
1997 16,3 % 4,5 % 20,8 % 14,9 % 3,6 % 18,5 %
2007 21,2 % 7,7 % 28,9 % 18,2 % 5,9 % 24,1 %
Suma1987 - 2007
8,3 % 5,0 % + 13,3 % 5,1 % 3,4 % + 8,5 %
Vir: Fakulteta za šport Univerze v Ljubljani
http://www.fsp.uni‐lj.si/didaktika/raziskujemo/BMI%20and%20obesity%20trends%20of%20Slovenian%20children%20and%20youth%201987.pdf
No: 100.000/year
StanMark
Ads: where we are in Slovenia?
Complain to the Slovene Advertising Court
The consumer complained to the Slovene Advertising Court because she felt
“that the monument of personality functioning as an icon of Slovenianhood should in no way be a graphical element of advertising a mass consumption product”, as that “denigrates France Prešeren as a national symbol and also the monument as the recognizable cultural landmark of Ljubljana,” and “estimates that this kind of abuse of cultural and historical monuments of Ljubljana should not be seen in public.”
The complainer also wanted to know
“whether the advertiser received permission by the owner of the two cultural monuments to use their imagery.”
http://www.soz.si/oglasevalsko_razsodisce/arhiv_razsodb/153/
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Complain to the Slovene Advertising Court
The advertised Coca‐Cola HBC Slovenia declared complain to be completely unfounded:
“both photos are a real reflection of the mentioned cultural monuments, not changed and modified in any way.”
They also stated that “with their depiction on the fridges we only wanted to place the fridges into
the environment in the aesthetically best way. This way the visual decoration of he fridges is also in live with the demands of the culturalenvironment (6th article of SAC, 1993), as they inform about the cultural landmarks nearby. The brand Coca‐Cola on the fridges and machines can not in any way mean denigration of these historical landmarks (8th article of SAC, 1993).”
Advertising Court dealt with the case in June, 2009, and decidedthat the “Complaint is unfounded”.
http://www.soz.si/oglasevalsko_razsodisce/arhiv_razsodb/153/
EU Pledge:Slovene Consumer organization checked the situation in March 2010: EU pledge is not fully respected in Slovenia
App. 100 chanels, 4 out of them national (and app. 10 regional)
Mc Donald’s food pyramid case (late 2003)
complain of NIPH to HIRS – sucessfuly removed
Internet marketing to children (global, national) – research report will be available to public in June 2010.
Marketing slowly start appearing in school environment, problematic vending machines in health car institutions (ie. University Pediatric Clinic Ljubljana).
Hidden marketing practices?
Ads: where we are in Slovenia?
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Status of regulation on marketing to children in Slovenia
General observation:‐ children are specific category, with no clear definition of “child”;
‐ legislative measures, protecting children, are not mentioning food and beverages specifficaly;
‐ since 2009: Slovenian Advertising Chamber self‐regulation code:
food advertising specificaly mentioned
Regulation of advertising to children in SloveniaMedia act (2001 and amandements)
‐ specific protection for children, ethic concerns, no food‐ harmonization with AVMS directive
Consumer protection act (1998 and amandements)Protection of competition act (1993 and amendments)Act Regulating the Sanitary Suitability of Foodstuff, Products and
Materials Coming into Contact with Foodstuffs (ZZUZIS, 2000 and amandments)
Code of Slovenian Advertising Chamber ‐ adoption of new Code in October 2009, with food advertising to children more specifically defined
Code of the national TV channel (2000)
Data on selfregulative activities of food processing industry are not available at the moment, dialog going on with Slovene Chamber of Commerce, Food processing industry section.
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Slovene Advertising Code, 2009Article 18:
‐ ads shall not encourage bad nutritional habits or lifestyle;
‐ ads shal not encourage children to eat before going to bed or to eat shacks during the day; snacks should be clarly defined and shall not replace regular meals:
‐ ads shall not stimulate children to eat more than normally;‐ads shall not mislead children about physical, psyhical or social benefits of eating specific foods / drinking beverages.
Article 22:1. Importance of healthy lifestyle shall not be underestimated.
2. Claims on health benefits shall have sound arguments, presented undeestandable to consumers.
3. Ads shall not stimulate overconsuming of advertised foods/beverages.
4. Ads shall not contain misleading information (energy value, …).
5. Evidence based information shall be used, with no misuse of consumers preferences.
Enforcement and monitoring
Media act: Telecommunications and broadcasting Agency of the R of Slovenia
Consumer protection act, Protection of competition act: ‐Market Inspectorate is in charge of monitoring advertisements which do not comply with the rules,
‐ no systematic monitoring is carried out;
Complains procedure at the Slovenian Advertising Chamber
Health inspectorate role
StanMark
What is your overall impression of current food advertising regulations in your country?
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FR IR SL DE UK CZ SW PO CY BE SP
Country
% c
ount
ry
Too controlled
Control is aboutrightNot enoughcontrol
POLMARK report, 2010
Do you have a view in general on how effective industry voluntary action would be?
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10%
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SP FR UK SW BE IR SL CY CZ DE PO
Country
% o
f cou
ntry
VeryeffectiveEffective
Noteffective
POLMARK report, 2010
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Where to get the information?
POROČILO ŠTUDIJE O TRŽENJU HRANE IN PIJAČOTROKOM ZA SLOVENIJO(POLMARK project results)http://www.ivz.si/javne_datoteke/datoteke/2025‐POL‐MARK_slovenskocporocilo_koncno.pdf
OMEJEVANJE TRŽENJA NEZDRAVE HRANE OTROKOM – situation overview for Slovenia http://www.ivz.si/javne_datoteke/datoteke/2136‐Omejevanjectrzenjacnezdravechranecotrokom.pdf
The way forward?MoH PH annual action plan 2010:
‐ establishment of multisectoral body (with experts and NGOs)
Dialog with SAC and SCC (FPI – national level) is established
Multinationals – working with EC (HLG, EU Platform) and WHO
Extremly important for small countries to have the opportunity to work with international organizations (capacities)
‐most important for Slovenia: WHO Copenhagen (1st and 2nd FNAP, action networks, expert support and collaboration)
Inequalitites: EuroHealthNet, WHO Venice
Involvement in the international projects
HOLISTIC APPROACH
StanMark
Acceptability of healthy foods to the children and adolescents
“Dietary habits of adults have changed. Parents yield to the emotions of children who do not know what barley is any more and are confused when they receive it in schools. A quarter then eat it, and the rest just observe suspiciously.Habits at home have changed and it is easy to market and buy all kinds of foods. The industry needs to keep producing to survive. One of the truths is that children simply do not like the taste of healthy food,”
The opinion of one of the principles of an elementary school in Ljubljana
Source: POLMARK, 2009
Multisectoral National Program or Children and Adolescents 2006 ‐2016
School sector
Health sector
Health Education
Regular and Hidden CurriculaStanMark
Future parents –health education
Evaluation of scope and activities in 2007, evaluation of implementation, focus on low SE gropus in 2009.
Development of updated programes in 2008 – 2010 (healthy pregnancy, birth, determinants of health, mental health, environmental issues).
Nutrition, physical activity and body weight topics included.‐ Healthy nutrition, guidelines for PA, importance of normal bodyweight;‐ Frequent counsumption of sweets ‐ consequence of early socialization process (parental controle of behavior of kids, stimulating, rewarding);‐ Question of taste, advertising facilitates biologicaly based behaviour.‐ Education on labeling.
School environment
Guidelines for healthy nutrition in kindergartens, primary and secondary schools1. Recommended energy and nutrient daily intake for different age groups
2. Recommended frequency of intake for different food groups, fruit and/or vegetables part of every meal
3. List of food items/groups with limited inclusion in daily meals4. Vending machines in school buildings are not recommended.
PROPOSAL OF THE NEW SCHOOL SCHOOL NUTRITION LAW (2010): two options in discussion in the preparation procedure: (1) complete ban on vending machines; (2) substantial change of the content of vending machines in (secondary) schools
StanMark
Education on labeling, as part of nutrition and consumer educationwithin obligatory home economics curricula, media literacy is facultative part of curricula,
all PRIMARY SCHOOLS
Zelena -Malo
Oranžna -Srednje
Rdeča -Veliko
Maščoba
manj kot 3g/100g
od 3 do 20g/100g
več kot 20g/100g
Sladkor
manj kot 5g/100g
od 5 do 15g/100g
več kot 15g/100g
Sol manj kot 0.3g/100g
od 0.3 do 1.5g/100g
več kot 1.5g/100g
School fruit scheme(CAP):Institutionalized regularly financed measure, budget in agriculture sector
StanMark
Model “Health in regular curricula”Project, funded by Ministry of Education and Sport, European structural funds (2008‐10).
Topics: ‐mental health, ‐ nutrition, physical activity, BW,‐ alcohol, tobacco.
Nutrition topics:‐ fruit and vegetables, goal: increase understanding of importance of high consumption, increase consumption (+ SFruitS approach);‐ HFSS, goal: increase understanding of importance of low consumption, education on labeling.
tobak/alkoholduševno zdravje
prehranagibanje
reševanje problemovspanje
zadovoljstvo
družinasamopodoba
droge
odnosi
vrstniki
prosti čas
StanMark
Do we need food producers, processors, retailers, advertisers ?
• YES?/NO?
• What kind of?
• Broader scope?
CONCLUSIONSHolistic approach in lowering consumption of HFSS foods and beverages in Slovenia:
‐ Reducing unhealthy foods and beverages marketing presure to children is high on the political agenda
‐ Creating opportunities for healthy food and beverages offer (to children and adolescent), challanging present unhealthy eating habits of children
In addition to all other approaches in curbing overweight and obesity trends (PA, N: promotion, products and product placement, price – interventions and regulation
Structure‐agency interplay; institutionalization of best solutions, available for all
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