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EU Pledge 2016 monitoring
EU Platform for Action on DPAH
Will Gilroy
9 March 2017
wfanet.org @wfamarketers
EU Pledge - Background
What? An industry initiative to change food and beverage advertising to children in the EU
When? Launched in December 2007 (entry into force 01/01/09)
Who? 2007
11 founding members
2009
2010
European Snacks Association:
2011 2012
21 members representing
80%+ food & beverage ad
spend in the EU
2014 2016
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2016 monitoring covers TV and online
• TV: – Accenture audit (All spots, 8 countries, three months)
• Digital: – Company-owned websites: EASA audit (250 websites,
10 countries)
– Company-owned apps: EASA pilot (20 apps)
– Third party websites: Ebiquity pilot (500 UK websites)
wfanet.org @wfamarketers
TV Monitoring
• Accenture methodology:
– 8 sample EU markets: FR, DE, HU, IT, PL, PT, SP, EE
– Analyse national audience data (Nielsen or similar)
– Review all spots by EU Pledge companies aired in Q1 2016:
• Product: Compliant with nutrition criteria or not?
• Audience: Over or under 35% children <12?
Identify non-compliant spots: i.e. spots for products not meeting companies’ nutritional criteria in programmes with >35% <12 audience
wfanet.org @wfamarketers
TV Monitoring
• 2016 Compliance results
Overall Compliance Results –All Spots
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Exposure monitoring
A downward trend
(Children <12 exposure 2014, 2005 baseline)
Programmes >35% <12 audiences (restricted products)
All programmes (restricted products)
All programmes (all products)
5-year average
- 48%
- 32%
- 83%
wfanet.org @wfamarketers
Company-owned website Monitoring
Methodology
• EASA compiled a list of websites in 10 EU markets featuring ‘non-compliant’ products;
• National ad standards bodies reviewed 250 websites, focusing on products popular amongst children;
• Results reviewed and agreed by 2 independent experts: Dr Verónica Donoso & Valerie Verdoodt (KU Leuven);
• Workshop with companies held Jan 2017 (present results, explain breaches, promote good practice).
Country SRO
CZ CRPR
FR ARPP
DE DWR
IT IAP
LT LRP
PL RR
SP Autocontrol
SW Reklam- ombudsmannen
NL SRC
UK CAP
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Company-owned websites Monitoring
2016 Compliance results
Non-compliant with EU Pledge N=13;
5%
Compliant with EU Pledge N=237;
95%
Compliance with the EU Pledge (N=250)
Source: EASA EU Pledge Report, Jan 2017
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Company-owned websites Monitoring
Breach example #1
“The overall creative execution of the website, with its colourful images, readable text, popular characters, toys, as well as music and interactive animations, was considered primarily appealing to children under 12.”
Non-compliant product promotion
wfanet.org @wfamarketers
Company-owned websites Monitoring
Breach example #2
“Several elements which were considered to be primarily appealing to children under 12 could be found on the website […] According to the reviewer, because of the above elements, the overall look and feel of the website made it primarily appealing to children <12, and therefore in breach of the EU Pledge.”
Non-compliant product promotion
wfanet.org @wfamarketers
Company-owned websites Monitoring
Breach example #3
The website was considered to be primarily appealing to <12s because of the overall creative execution of the website, the easy-to-play games, the toys used as premiums, as well as the colourful/cartoon-like animations.
Non-compliant product promotion
wfanet.org @wfamarketers
Company-owned apps Monitoring pilot
Methodology & findings
• National ad standards organisations also reviewed EU Pledge members’ company-owned mobile apps
• Apps would be deemed in breach if:
– Include non-compliant product promotion
– Designed to be primarily appealing to <12s
Out of 20 mobile apps reviewed, one was found in breach
wfanet.org @wfamarketers
Company-owned apps Monitoring pilot
Reported breach
“The mobile application was considered to be primarily appealing to children under 12 due to the presence of elements such as colourful/cartoon-like and interactive animations, as well as plain and easy-to-understand language.”
Non-compliant product promotion
wfanet.org @wfamarketers
3rd party website monitoring
Ebiquity Pilot Methodology 3 avatars were built to create two profiles: Olivia (10 yr old), Henry (45) and a control profile (neutral age and interests)
Aim: Explore what advertising a “typical child” surfing popular websites is exposed to vs. “a typical adult”
wfanet.org @wfamarketers
3rd party website monitoring
Ebiquity Pilot Methodology
wfanet.org @wfamarketers
3rd party website monitoring
Ebiquity Pilot Results
wfanet.org @wfamarketers
3rd party website monitoring
Ebiquity Pilot Results
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