The National Food and Beverage Alliance – Turkey Commitment, prepared by the Advertisers Association and opened for signature, represents a pledge regarding food and beverage advertising on all television programs with an audience of 35% or more under the age of 12, as well as on thematic children’s channels, in print media, radio, cinema, and digital platforms.
As part of this commitment, a focus is placed on providing portion-controlled options to the market in a way that will help children maintain a balanced and healthy diet and combat obesity.
By signing the National Food and Beverage Alliance – Turkey Commitment, MEDER members are taking their previously individual measures a step further. Through collective, voluntary actions, they will support the efforts of parents and public authorities in helping children adopt healthy lifestyle habits and promoting these habits throughout society.
According to the National Food and Beverage Alliance – Turkey Commitment:
- Advertising for products that do not meet the common nutritional criteria will not be broadcast during programs where the audience consists of 35% or more children under the age of 12.
- Advertisements will be prepared in a way that does not undermine parental authority, misguide children about the potential benefits of product consumption, and will encourage balanced and sufficient nutrition and physical activity.
- Companies will continue to work on one or more of the following options to contribute to consumers’ balanced diets:
- Improving the formulation of existing products.
- Offering portion-controlled options to the market to help children achieve adequate and balanced nutrition and to combat obesity.
- Guiding portion balance by providing smaller and/or reduced portion sizes and/or low-calorie and calorie-free options through different packaging and sizes.
- There will be no communication regarding products in primary schools (up to age 12), except for what is specifically requested or approved by the school administration for educational purposes.
- MEDER members will make the necessary effort for portion control communication. Marketing communication messages will be directed toward consumers who make purchasing decisions at home, in terms of ad content and media buying across all media channels. Maximum effort will be made to ensure communication messages adhere to balanced nutrition principles, do not encourage excessive consumption of any food or beverage, and emphasize the importance of a balanced diet and an active lifestyle.