Proponent
Federalimentare – Italian Food and Drink Industry Federation
Date/Timeframe and location
Italy 2015
Main responsible entity
Nutrition context
Italy has been recently rewarded by Bloomberg as the healthiest country in the world. This is also due to the nutritional context whose policies are characterized by a strong collaboration between private and public sectors.
Key characteristics of the food system(s) considered
The food and drink industry plays a crucial role – along with governments, international organizations and civil society - in the growing global challenges for sustainable food systems and healthy diets.
The Italian food and beverage industry is fully aware of its responsibilities not only to provide healthy and safe food products, but also supporting the wide adoption of a nutritionally balanced diet.
Key characteristics of the investment made
“Commercial Communications Guidelines relating to food products and beverages, for the protection of children and their proper nutrition”, focused on commercial communication concerning food products and aimed at encouraging the adoption of responsible advertising practices.
Key actors and stakeholders involved (including through south-south/triangular exchanges, if any)
1. Italian Ministry of Health
2. Italian Food and Drink Industry Federation
Key changes (intended and unintended) as a result of the investment/s
This agreement states that commercial communication concerning food products intended for children, or likely to be received by them, should:
- always be recognized as such;
- be honest, truthful and accurate and should not be misleading for children;
- not encourage the belief that non-possession of the product that is the focus of the commercial communication might imply inferiority, or parental failure to fulfil their roles;
- not diminish the role of the parents or other educators in providing valuable dietary indications;
- not induce the adoption of unbalanced dietary habits or behaviors or overlook the need to lead a healthy lifestyle;
- encourage educational messages aimed at promoting careful use of the product, the adoption of a healthy and balanced diet and more physical exercise.
Challenges faced
Overweight and obesity are a public health issue whose solution cannot be entrusted exclusively to the health care system: the potential recipe for success requires cross-cutting, multi-sector interventions, with close cooperation between health authorities and the food industry.
Lessons/Key messages
Obesity and other nutrition-related non-communicable diseases (NCDs) have many causes – including unbalanced diet, sedentary lifestyles, environment, consumer knowledge and genetics – and require a coordinated approach. Therefore, prevention and treatment requires a whole-of-society approach and consistent and coordinated multi-sectoral, multi-stakeholder approaches.
Responsiveness on the part of the food industry – which is aware of the problem and considers itself part of the solution – is essential and includes not only awareness of the relationship between health and various nutrients, but also consciousness of a proper lifestyle model combining physical activity and balanced diet, taking into account of the portions size and the frequency of consumption.
This will allow consumers to choose to modify their dietary habits by selecting reformulated products, eating smaller portions and doing physical exercise.
Ms. Maria Agnese Dau