Local view for "http://purl.org/linkedpolitics/eu/plenary/2006-02-15-Speech-3-149"
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"en.20060215.14.3-149"2
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".
Madam President, the Commission attaches great importance to the effects that advertising might have on children’s behaviour. This is particularly the case with the advertising of food products, given the potential relationship with children’s diets and health. On the general basis, the European Union is equipped with a number of horizontal norms that touch upon this field and regulate those advertising activities that can influence children’s behaviour, and which also cover food products.
First, in respect of television advertising, since 1989 the Television Without Frontiers directive has provided that such advertising shall not cause moral or physical detriment to minors. In particular, television advertising shall not directly exhort minors to buy a product or service by exploiting their inexperience or credulity, directly encourage them to persuade their parents or others to purchase the goods or the services being advertised, or exploit the special trust that minors usually have in parents, teachers and in others close to them.
A proposal for an amendment to this directive, adopted by the Commission on 13 December 2005, would extend these provisions to other types of audio-visual content. In addition, the Unfair Commercial Practices Directive, which was adopted in 2005, includes similar provisions. This will enhance the protection of vulnerable groups of consumers, banning directly exhortations to children to buy advertised products or persuade their parents or other adults to buy advertised products for them.
At this stage, the Commission does not intend to take any other legislative initiative. The Commission now expects self-regulation by the industry to step in and complement in an effective and precise way the provisions of law which are in place. It has initiated a far-reaching process to that end.
The European platform on diet, physical activity and health, for example, is meant to bring about non-regulatory measures and firm commitments by the industry. The Commission expects that these commitments will include a number that relate to advertising to children. In parallel, the Commission has also reinforced its dialogue with industry and others to assess how to further improve advertising self-regulatory measures.
In December 2005 the Commission adopted a Green Paper on the promotion of healthy diets and physical activity. One of the questions, for which the Green Paper specifically invites responses, is: ‘Are voluntary codes (“self-regulation”) an adequate tool for limiting the advertising and marketing of energy-dense and micronutrient-poor foods? What would be the alternatives to be considered if this self-regulation fails?’ The Commission hopes that this approach will produce meaningful commitments to the benefit of all actors concerned and to society at large. Should this not be the case – and this is important – the Commission will not hesitate to propose appropriate legislative measures."@en1
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