On March 19, 2024, the presentation of the project “Harmonization of the Ukrainian policy for the implementation of food marketing regulation with the European practice of protecting the rights of children and adolescents from the influence of unhealthy food advertising” was held, which is implemented by the Public Organization “Ukrainian Marketing Association” in partnership with EASA (European Alliance for Advertising Standards ), NGO “Nutrition and Quality of Life”, DPSS of Ukraine with the support of the European Union and the International Foundation “Renaissance” within the framework of the joint initiative “European Renaissance of Ukraine”.
The team of project experts: Iryna Lilyk – president of the NGO “Ukrainian Marketing Association”, project manager; Oleksandr Gladunov – vice president of the NGO “Ukrainian Marketing Association”, managing partner of the Strategiko analytical group; Nataliya Savytska – Doctor of Economics, professor, head of the department, head of the “Center for Marketing Research and Initiatives” of the State Biotechnology University.
As the experts noted, the main tasks of the project are the study and dissemination of information and European practice regarding the regulation of food product marketing and the protection of the rights of children and adolescents from the influence of unhealthy food advertising.
Iryna Lylyk emphasized that children’s nutrition has been changing all over the world in recent decades. Children face less and less the problem of lack of food, but they are growing up in conditions of climate change, ecological degradation, population migration, false marketing practices aimed at increasing the demand for unhealthy food. Such health threats are common to children in all countries.
A team of experts presented a conditional distribution of food advertising costs. It shows that the advertising of healthy food products accounts for less than 1% of the total amount of advertising expenses, while the advertising of fast food – up to 40%, products with a high content of salt, sugar, fats, including sweet carbonated drinks – 51% .
“Such a massive and sometimes aggressive marketing campaign is achieving its result. We see products with a high content of fats, sugars and salt on the shelves in supermarkets. And all this has another dimension. According to various estimates, the world’s budget for marketing activities that promote unhealthy food and expenditures for the fight against cancer and non-communicable diseases are almost comparable. So, this project is aimed at achieving the dream of every state: healthy people, a healthy society, a healthy planet,” noted Nataliya Savytska.
As part of the project, which will last throughout 2024, round tables and conferences are planned with the participation of industry associations of advertisers, food manufacturers, as well as representatives of state authorities and local communities to develop an agreed concept of protecting the rights of children and adolescents from the influence of unhealthy food advertising. As a result of the project, recommendations will be provided for the National Program for approximation of legislation to EU legal acts.
The event was held with the support of the European Union and the “Renaissance” International Fund within the framework of the joint initiative “European Renaissance of Ukraine”. The material represents the position of the authors and does not necessarily reflect the position of the European Union or the International Renaissance Foundation.
Broadcast of the event on the website and YouTube channel of Ukrinform
Contacts of the NGO “Ukrainian Marketing Association” uam.in.ua umaukras@gmail.com +380677758561