The ASEAN Secretariat has introduced new food marketing standards aimed at protecting children from harmful impacts. These standards, known as the "Minimum standards and guidelines on actions to protect children from the harmful impact of marketing of food and non-alcoholic beverages in the ASEAN region," call for mandatory marketing policies and a classification system to combat the rising trend of overweight and obesity among school-aged children.
Market Trends
New Standards and Guidelines: The ASEAN Secretariat has launched 12 minimum standards and guidelines to protect children from harmful food marketing. These standards emphasize the need for mandatory legislation to ensure effective implementation and suggest a food classification system to categorize foods, drinks, and brands for marketing purposes. The initiative also advocates for government-led efforts to develop stricter and more effective regulations, adopting a whole-of-systems approach to address the issue.
Significant Health Concerns: Over 12 million children under five years old are experiencing overweight or obesity in ASEAN. This alarming statistic underscores the urgent need for these new regulations to create a healthier food environment for children.
Strategic Actions
Comply with New Standards: Exporters need to align their marketing strategies with the new mandatory standards. This may involve reformulating products to meet healthier criteria and adjusting marketing approaches to comply with the food classification system. By doing so, exporters can not only comply with regulations but also enhance their brand image and consumer trust among health-conscious parents.
Reformulate Products: To meet the new standards, exporters should consider reformulating their products to be healthier. This could involve reducing sugar content, removing harmful additives, and ensuring that products meet the healthier criteria set by the classification system.
Adjust Marketing Strategies: Exporters must adjust their marketing strategies to align with the mandatory guidelines and food classification system. This includes promoting healthier products and ensuring that marketing messages are in line with the new standards to avoid targeting children with unhealthy food options.
Engage in Government Initiatives: By participating in government-led initiatives and collaborations, exporters can stay updated on the latest regulations and contribute to the development of a healthier food environment for children. Engaging in these initiatives can also help exporters to build relationships with regulatory bodies and other stakeholders, facilitating smoother compliance with the new standards.
The new ASEAN food marketing standards present a significant shift in the region's approach to protecting children from harmful food marketing. By complying with these standards, reformulating products, adjusting marketing strategies, and engaging in government initiatives, exporters can effectively navigate these changes and contribute to a healthier food environment for children.
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