Brands of products such as chocolate confectionery, chocolates, energy bars, cakes, pastry products, juices and energy drinks and ice creams may not be advertised on television during children's hours or in print media and social networks.
The Minister of Consumption,
Alberto Garzón
, announced this Thursday
details about the royal decree
in which he works to regulate the advertising of certain foods considered unhealthy that are aimed at children or consumed mainly by them.
It will be a royal decree (not a royal decree law) that they
hope will be approved and put into operation next year
and will regulate the advertising of food and beverages aimed at children under 16 years of age
both on television and in the traditional media as well as in the social networks,
where "this advertising is a clear vector of consumption of these foods by children."
There is currently a self-regulation code, the Paos Code, in force since 2015, for advertising aimed at children's advertising.
This code, according to Garzón, "has been revealed to not work effectively."
That is why
this self-regulation code will be replaced by another that directly regulates
advertising directed at children, following the recommendations of the World Health Organization (WHO).
Social networks
The minister stressed the importance of social networks, because children "receive a large amount of advertising that encourages unhealthy consumption that is harmful to health."
The elements of the rule will be known in the coming days and months, according to the minister.
On television, for example,
there will be a reinforced protection schedule
, which will regulate when this type of advertisement cannot be broadcast.
It may not be done before, during or after programs aimed at children, or on channels specifically aimed at them.
Neither in mobile applications aimed at this population sector,
nor in movie theaters where children's films are shown.
It
will
also
be prohibited in print media aimed at minors under 16 years of age
or in generalists with specific sections for them.
According to the WHO criteria, there are five categories on which advertising would not be allowed in these sections
: chocolate confectionery products, energy bars, cakes, pastry products, juices and energy drinks and ice cream.
In the rest of the products "it will depend on more complex nutritional profiles because it depends on the ingredients".
The control and compliance, the sanctioning regime, corresponds to Competition, which has among its competences to supervise the correct functioning of the audiovisual market.
Protection
"We seek to protect children from these consumption habits. It was necessary to take this step to move from self-regulation to regulation through a royal decree," said Garzón, who recalled that "it is a serious problem of public health that refers to the most vulnerable population ".
According to the reports handled by Consumption,
the obesity rate in children between the ages of six and nine is 17% and 23% are overweight.
Garzón has appeared with the mayor of Barcelona, Ada Colau, who will reinforce these regulations with her own measures, such as prohibiting advertising in public spaces, such as marquees, for example.
"It is normalized that these products have such easy and immediate access to advertising. The paradigm shift is essential," he said.
According to the criteria of The Trust Project
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