FORM 4:
NEW WORK ITEM PROPOSAL (NP)Circulation date2021-04-24

Reference number:(to be given by ISO Central Secretariat)

Closing date for voting
2021-07-17

ISO/TC /SC

Proposer☐ ISO member body:☒ Committee, liaison or other¹:
COPOLCO

☒

Proposal for a new PC

N

Secretariat
JISC
A proposal for a new work item within the scope of an existing committee shall be submitted tothe secretariat of that committee.
¹ The proposer of a new work item may be a member body of ISO, the secretariat itself, anothertechnical committee or subcommittee, an organization in liaison, the Technical Management Boardor one of the advisory groups, or the Secretary-General. See ISO/IEC Directives Part 1, Clause 2.3.2.
The proposer(s) of the new work item proposal shall:• make every effort to provide a first working draft for discussion, or at least an outline of aworking draft;• nominate a project leader;• discuss the proposal with the committee leadership prior to submitting the appropriate form,
to decide on an appropriate development track (based on market needs) and draft a projectplan including key milestones and the proposed date of the first meeting.
The proposal will be circulated to the P-members of the technical committee or subcommittee forvoting, and to the O-members for information.
IMPORTANT NOTE
Proposals without adequate justification risk rejection or referral to originator.
Guidelines for proposing and justifying a new work item are contained in Annex C of the ISO/IEC
Directives, Part 1.
☐

The proposer has considered the guidance given in the Annex C during the preparation of the NP.

Resource availability:☐ There are resources available to allow the development of the project to start immediately
after project approval* (i.e. project leader, related WG or committee work programme).
* if not, it is recommended that the project be first registered as a preliminary work item (a Form 4 is not required forthis) and, when the development can start, Form 4 should be completed to initiate the NP ballot.

V01/2020

Form 4: New work item proposal (NP)Page 2

Proposal (to be completed by the proposer, following discussion with the committee leadership)
Title of the proposed deliverable
English title
Guidance for advertising and marketing affecting children

French title (if available)(In the case of an amendment, revision or a new part of an existing document, include thereference number and current title)
Scope of the proposed deliverable
The proposed standard will provide principles and best practice guidelines for advertising and marketing to protect
children at different ages and stages of development from harm and to promote their healthy physical andpsychological growth. It is proposed to include a variety of media such as television, publications, social media andother digital platforms (podcasts, YouTube), embedded advertising into television shows, movies and games thathave a direct impact on children globally including. It is also proposed to include ‘influencers’ (i.e. children being theinfluencers and getting paid to advertise on social media)

V01/2020

Form 4: New work item proposal (NP)Page 3

Purpose and justification of the proposal
A. Purpose and justification of the proposal
To protect all children under 18 years of age as defined in the UN Convention of the Rights of the Child from adverse
impacts of all forms of advertising and marketing, and to promote their healthy physical and psychological growth, acomprehensive, international and practical set of principles that effectively complements existing guidelines isurgently needed because of the reasons stated below:
1) Great diversity and efficiency of communication channels
Direct and indirect marketing and advertising are available to children on various platforms, where children are
vulnerable to serious adverse impacts, including misleading claims, unfair transactions, privacy violations, andexpressions of discrimination and violence. Television commercials, publications, and the recent rise of digitalplatforms have a direct, cross-border impact on children. Marketing and advertising targeting children use a variety
of techniques for attracting children, such as social media and other digital platforms, embedding advertising into
television shows, movies, games etc. Marketing and advertising affecting children include a variety of products suchas food and beverages, toys, games and applications, study materials, fashion goods and cosmetics.
2) Children's vulnerabilityChildren are inexperienced consumers, with different capacities to interpret advertisements and commercials
depending on their age, maturity and ability to make informed choices which make them particularly vulnerable to all
forms of advertising and marketing. Children have limited ability to understand the nature of marketing andadvertising activities and make appropriate judgments/choices; and to protect themselves. Advertising andmarketing which takes advantage of children’s vulnerability may negatively impact children’s development;
especially health, value judgement development and perceptions, and relationships with parents, custodians andfriends.
3) Divergent frameworks
Various countries provide guidelines to advertisers and broadcasters regarding marketing to children.
Some guidelines are supported by regulations while others are in the form of self-regulated codes of conduct. Also,
there are advertising standards councils in many countries. Many consumer-relevant organizations have expressed
their concerns about different countries having different frameworks to address advertising targeting children. While
children in countries where there are no protective guidelines are extremely vulnerable to the negative impacts,
concerns have also been expressed in countries which do have regulations about the lack of their effective
implementation. It is proposed the standard will provide guidance for advertisers and governments wishing to
introduce voluntary or mandatory advertising codes and help improve existing voluntary or mandatory advertisingcodes. An internationally agreed guidance and international collaboration between national advertising standards
councils will help create good harmonization of existing gaps between countries.
4) Fulfilling the global sustainability agenda
Since the adoption of the 2030 Agenda for Sustainable Development and the SDGs in 2015 by all UN member states,
governments are required to promote the global sustainability agenda with the overarching goal to build a sustainable
future for generations to come. Everything today's children experience will impact their lives for the future. Children
are a third of the world’s population and 100% of the future.
In recent years, the international community such as: United Nations (UN),: World Health Organization (WHO),: Organization for Economic Co-operation and Development (OECD),: Consumers International (CI),: United Nations Children's Fund (UNICEF),: UN Global Compact,: Save the Children
has expressed the urgent need to prevent adverse impacts and protect children from harm, recognizing the recent
marketing and advertising trends mentioned above. Among them, CI, UNICEF, UN Global Compact and Save theChildren have highlighted the need to protect and promote children’s rights in the Children’s Rights and Business
Principles, where Principle 6 states “All business should use marketing and advertising that respect and support
children’s rights”. The 2030 Agenda for Sustainable Development and the SDGs which is vital for all governments
and corporations to work with also underlines the need to ensure that businesses act in both environmentally andsocially sustainable ways, minimizing negative climate footprints and enhancing social footprints, through their corebusiness operations. By addressing the best interests of children through responsible advertising and marketing,
the wellbeing of children can be enhanced and contribute to the implementation of the SDGs and ESG agendas.

V01/2020

Form 4: New work item proposal (NP)Page 4For example, a recent Consumers International report highlighted the negative impact of marketing to children. The
report states:: Self-regulation in the food industry has not been effective and it may be time to push for stronger regulation,
standards, guidelines and political action. Regardless of where they live, consumers should have affordable accessto a nutritious diet.
: We need to advocate for stronger regulation on marketing to children and hold governments accountable.
: A relatively new perspective is to use a Human Rights-based approach to what obligations States have to protect,promote and fulfil children’s rights as defined in the Convention on the Rights of the Child, including the right tohealth. We should demand guidelines to prevent conflict of interests in policy development.
: Alliances must be built among civil society, academia and other organizations with strong networks to tackle
obesity and nutrition.
5) Societal benefit
The safe and healthy development of children benefits the whole of society. Children are inexperienced consumers
and are particularly vulnerable to all forms of advertising and marketing. Children have limited ability to understandthe nature of marketing and advertising activities and inappropriate advertising may negatively impact children’sdevelopment and health. Children’s vulnerability as consumers is also addressed in ISO/PC 311 in its ongoingprocess. Many advertisers and marketers do seek to behave responsibly in relation to children especially under thedigital age but can sometimes lack guidance on what is acceptable or expected to address children’s best interests.
The proposed document will provide comprehensive guidance for the expectations of those advertisers andmarketers and contribute to societal benefits.

B. It is proposed that in developing this International Standard consideration will be given to:1) Children's needs
All children under 18 years of age, as defined in Article 1 of the UN Convention on the Rights of the Child, need tobe considered in developing the standard, according to their stages of development and ability to understand thenature of marketing and advertising activities. Children under 4-5 can be easily manipulated as they cannot
distinguish fantasy from reality. Children under 7-8 are not capable of understanding the purpose of advertisements(American Psychological Association, 2004). Teenagers, who use digital devices independently from their parents
and custodians to a higher degree than younger children, are also vulnerable and it is therefore important to protect
their sense of worth, self-esteem and right to privacy and integrity. No international, comprehensive guidelines havebeen published with a perspective to protect all children under 18.
2) Need for broad, consensus-based principles
Multistakeholder participation gathering views from all relevant stakeholders, such as international organizations,
governments, industry, advertising review organizations, consumer organizations, NGOs, researchers, etc. isimportant to ensure effectiveness, adaptability, flexibility and transparency.
3) Broad applicability
It should be recognized that this standard could serve as the basis and a supportive document to various practices,laws, industry self-regulatory codes, and global initiatives and frameworks, and serve as a practical tool to support
and leverage business actors to implement their actions in a responsible manner with the best interest of the childas paramount.
4) Principle supported by practical examples
It is proposed that the standard will provide principles and best practice guidelines supported by practical examples
to provide a clear understanding in real-world circumstances to promote effective implementation.
5) Collaborative efforts
Productive cooperation and close relationship with international organizations are necessary to successfully andmeaningfully contribute to advancing global initiatives in this area, and ensure effective implementation at the global
level, ISO will be requested to interact actively with other international organizations.
C. Potential benefits of the International Standard;

V01/2020

Form 4: New work item proposal (NP)Page 51) Advertising and marketing now extend across national borders and across many platforms and an international
standard will enable protection and promotion of the best interests of children globally. The standard will also
contribute to ongoing efforts to protect children from adverse impacts of all forms of advertising and marketing. The
standard will also contribute to ongoing, relevant efforts for children in a proactive manner.
2) The proposed standard could be used globally by public and private, for-profit and non-profit organizations
across all sectors in all countries.
3) Basis for national legislation: Countries wishing to establish national rules for advertising to children can use it aspractical guidelines in setting their own rules, and other countries with existing advertising rules can improve where
necessary, which can lead to an overall improvement in the quality of regulation of advertising to children acrossnations.
4) Basis for good business practice: the standard can provide relevant business organizations such as advertisers,
advertising agencies, advertising platform providers and advertising regulatory bodies with detailed guidance on what
to consider when developing advertising strategies. It will contribute to encouraging self-regulatory efforts bybusinesses by promoting responsible business conducts and a corporate responsibility to respect children’s rights.
By adopting such conduct and promoting the acceptance of such responsibility, businesses can increase theircorporate value and image, and contribute to the achievement of the SDGs.
5) Common basis for understanding: this standard's development will greatly contribute to enhancing discussion andfacilitating global coordination among various international organizations with similar initiatives in an increasingly
digital world.

Consider the following:
Is there a verified market need for the proposal?
What problem does this document solve?
What value will the document bring to end-users?
See Annex C of the ISO/IEC Directives, Part 1 for more information.
See the following guidance on justification statements in the brochure ‘Guidance on New
work’: https://www.iso.org/publication/PUB100438.html

V01/2020

Form 4: New work item proposal (NP)Page 6

Please select any UN Sustainable Development Goals (SDGs) that this document will
support. For more information on SDGs, please visit our website at www.iso.org/SDGs."☐ GOAL 1: No Poverty☒ GOAL 2: Zero Hunger☒ GOAL 3: Good Health and Well-being☒ GOAL 4: Quality Education☒ GOAL 5: Gender Equality☐ GOAL 6: Clean Water and Sanitation☐ GOAL 7: Affordable and Clean Energy☐ GOAL 8: Decent Work and Economic Growth☐ GOAL 9: Industry, Innovation and Infrastructure☐ GOAL 10: Reduced Inequality☐ GOAL 11: Sustainable Cities and Communities☒ GOAL 12: Responsible Consumption and Production☐ GOAL 13: Climate Action☐ GOAL 14: Life Below Water☐ GOAL 15: Life on Land
☒ GOAL 16: Peace and Justice Strong Institutions
N/A GOAL 17: Partnerships to achieve the Goal
Preparatory work
(An outline should be included with the proposal)☐☐☒

A draft is attachedAn outline is attachedAn existing document will serve as the initial basis

The proposer or the proposer's organization is prepared to undertake the preparatory
work required: ☒ Yes☐ No
If a draft is attached to this proposal
Please select from one of the following options (note that if no option is selected, the default
will be the first option):☒ Draft document can be registered at Working Draft stage (WD – stage 20.00)☐ Draft document can be registered at Committee Draft stage (CD – stage 30.00)☐ Draft document can be registered at Draft International Standard stage (DIS – stage 40.00)☒

If the attached document is copyrighted or includes copyrighted content, the proposer
confirms that copyright permission has been granted for ISO to use this content incompliance with clause 2.13 of the ISO/IEC Directives, Part 1 (see also the Declaration on
copyright).

Is this a Management Systems Standard (MSS)?
☐ Yes

☒ No

NOTE: if Yes, the NP along with the Justification study (see Annex SL of the Consolidated ISO
Supplement) must be sent to the MSS Task Force secretariat (tmb@iso.org) for approval
before the NP ballot can be launched.

V01/2020

Form 4: New work item proposal (NP)Page 7

Indication of the preferred type to be developed☒☐☐

International Standard
Technical Specification
Publicly Available Specification

Proposed Standard Development Track (SDT)
To be discussed between proposer and committee manager considering, for example, whenthe market (the users) needs the document to be available, the maturity of the subject etc.
☐ 18 months*☐ 24 months☒ 36 months* Projects using SDT 18 are eligible for the ‘Direct publication process’ offered by ISO /CS which reduces
publication processing time by approximately 1 month.

Draft project plan (as discussed with committee leadership)
Proposed date for first meeting: 2021-10-01
Proposed dates for key milestones:
Circulation of 1st Working Draft (if any) to experts: 2021-08-01
Committee Draft ballot (if any): 2022-04-01
DIS submission*: 2023-08-01
Publication*: 2024-08-01* Target Dates for DIS submission and Publication should preferably be set a few weeks ahead of the limit dates(automatically given by the selected SDT).

For guidance and support on project management, descriptions of the key milestones and tohelp you define your project plan and select the appropriate development track, see:go.iso.org/projectmanagement
NOTE: The draft project plan is later used to create a detailed project plan, when the project isapproved.
Known patented items (see ISO/IEC Directives, Part 1, clause 2.14 for important
guidance)
☐ Yes

☒ No

If "Yes", provide full information as annex
Co-ordination of work
To the best of your knowledge, has this or a similar proposal been submitted to anotherstandards development organization?
☐ Yes

☒ No

If “Yes”, please specify which one(s):V01/2020

Form 4: New work item proposal (NP)Page 8A statement from the proposer as to how the proposed work may relate to or impact on
existing work, especially existing ISO and IEC deliverables. The proposer should
explain how the work differs from apparently similar work, or explain how duplicationand conflict will be minimized
This document will provide a broadly-based, consensus driven and widely applicable set of principles tocomplement national legislative frameworks and voluntary codes, for use by any type of organization.
The item complements long-standing codes of conduct developed and used by industry associations.
These codes should be considered in developing this new work item.

V01/2020

Form 4: New work item proposal (NP)Page 9A listing of relevant existing documents at the international, regional and national levels< international>◆ISO - ISO/IEC Guide 50, - ISO 26000:2010 Guidance on social responsibility, - ISO WD/22458:
inclusive service: identifying and responding to consumers in vulnerable situations ◆UN - Report of the
http://daccessSpecial
Rapporteur
in
the
field
of
culturalrights(A/69/286)
ods.un.org/access.nsf/Get?OpenAgent&DS=A/69/286&Lang=E◆UN Convention on the Rights of the Child, Article 17◆UN CRC General Comment 16, pgs.14,58,59,60 and 61◆WHO - A Framework for Implementing the set of Recommendations on the Marketing of Foods andNon-alcoholic Beverage to Children:2012
https://www.who.int/dietphysicalactivity/framework_marketing_food_to_children/en/- Acting on Childhood Obesity
https://apps.who.int/iris/bitstream/handle/10665/274792/WHO-NMH-PND-ECHO-18.1eng.pdf?ua=1-Tackling food marketing to children in a digital world: trans-disciplinary perspectives 2016
http://www.efad.org/media/1664/tackling-food-marketing-children-digital-world-transdisciplinaryperspectives-en.pdf◆OECD - Consumer Protection in E-commerce: OECD Recommendation
https://www.oecd.org/sti/consumer/ECommerce-Recommendation-2016.pdf ◆Consumers
International - Consumer Summit in Portugal 2019;https://www.consumersinternational.org/media/293344/summit-highlights-report.pdf,◆UNICEF,UN Global Compact, Save the Children- Children's Rights and Business
Principles:2012
https://www.unicef.org/corporate_partners/index_25078.html https://www.unicef.org/csr/215.htm
https://www.unicef.org/csr/files/A_Child_Rights-Based_Approach_to_Food_Marketing_Report.pdf
https://www.unicef.org/csr/css/Children_and_Digital_Marketing__Rights_Risks_and_Responsibilities.pdf
https://www.unicef.org/csr/css/industry-toolkit-children-digital-marketing.pdf
https://www.consumersinternational.org/news-resources/news/releases/junkfoodgamesglobalsports-events-used-to-market-unhealthy-food-and-drinks-to-children/ ◆ICC - ICC’s
Advertising and Marketing Communications Code (ICC Code) https://iccwbo.org/publication/iccadvertising-and-marketing-communications-code/ ◆ICAS - https://icas.global/◆EASA - https://www.easa-alliance.org/
Regional documents and references◆Europe - Protection of minors | Audio-visual Media Services Directive https://ec.europa.eu/digitalsingle-market/en/protection-minors-avmsd https://www.beuc.eu/food-marketing-children-game-over-0,
https://www.beuc.eu/blog/theres-no-right-season-to-market-unhealthy-food-to-children/◆Marketing online to kids in the age of GDPR poses new challenges
https://martechtoday.com/marketing-kids-age-gdpr-209028◆Unfair Commercial Practices Directive - https://ec.europa.eu/info/law/lawtopic/consumers/unfair-commercial-practices-law/unfair-commercial-practices-directive_en ◆Audio
Visual Media Services Directive - https://ec.europa.eu/digital-single-market/en/revisionaudiovisualmedia-services-directive-avmsd◆EU Pledge - https://eu-pledge.eu/

V01/2020

Form 4: New work item proposal (NP)Page 10<Regional>◆Australia - Lifting the Game: Summary of the Benchmark Survey of Consumer Issues in New South
Wales, Department of Fair Trading, Australia,1997:5◆Canada - The Broadcast Code for Advertising to children
https://www.cab-acr.ca/english/social/advertisingchildren/default.shtm◆France - Que Choisir from 2018,https://www.quechoisir.org/actualite-publicite-pour-enfants-la-france-mauvaise-eleve-n60073/◆Finland- Consumer Competition and Consumer Authority-The consumer ombudsman’s guidelines
https://www.kkv.fi/en/decisions-and-publications/publications/consumer-ombudsmans-guidelines/◆Norway- the Norwegian authority on marketing: https://www.forbrukertilsynet.no/english/e-commerce.
The Norwegian guidelines for marketing food and beverages to children and youth (Updated June 2009)◆Japan / Guidelines for advertising and marketing that affect children
https://www.savechildren.or.jp/partnership/crbp/pdf/fair-marketing_eng.pdf◆Singapore - ASAS Advisory on Children’s Code for Advertising Food and Beverage Products
https://asas.org.sg/About/Childrens-Code◆UK - Child Obesity Plan
https://consultations.dh.gov.uk/hfss/40bb3b72/, https://www.bbc.com/news/health-44574477,

Bannedfrom targeting children
https://www.bbc.co.uk/newsround/45110055◆USA - GEORGETOWN LAW FACULTY PUBLICATION AND OTHER WORKS
https://scholarship.law.georgetown.edu/facpub/1945/-

Interview / Susan Linn

https://www.bostonglobe.com/business/2015/06/17/small-group-big-victories-fight-againstmarketingchildren/UivCqiWmw8WNX5AXA6928K/story.html-

Report / American Psychological Association

https://www.apa.org/pubs/info/reports/advertising-children https://www.apa.org/monitor/jun04/protecting
Self-Regulatory Program for Children’s Advertising / USA https://bbbprograms.org/programs/caru/

Please fill out the relevant parts of the table below to identify relevant affectedstakeholder categories and how they will each benefit from or be impacted by the
proposed deliverable
Benefits/impacts

Examples oforganizations/companies
to be contacted

Industry and commerce –large industry

Ethical advertising practices inAdvertisers
accordance with the international
guidance that takes vulnerable consumers
such as children into consideration would
improve customer trust and satisfaction
and contribute to continuous businessdevelopment.

Industry and commerce –SMEs

As shown above

V01/2020

As shown above

Form 4: New work item proposal (NP)Page 11Government

The guidance standard would assist
Advertising agencies
countries to improve their existing
advertising rules where necessary. Also,
countries wishing to establish nationalrules for advertising to children can use it
as practical guidelines in setting theirown rules, which can lead to an overall
improvement of the quality of regulationof children’s advertising across nations.

Consumers* The protection of children andConsumer organizations

supporting children's healthy
development (safety, health and ethics)* The protection of consumers fromdeceiving and misleading marketing
practices* Personal information and privacy
protection

LabourAcademic and researchbodies

Evaluation criteria on advertising andmarketing can be improved

Standards application
businesses

The guidance standard would assist e.g. advertising standards authority,
advertising standards organizations andvoluntary
advertising
review
advertising self-regulatory groups toorganization,
advertisingselfimprove their existing rules or codes ofregulatory groups in each country.
practice where necessary.
Someexamplesof
National
advertising standards bodies are ASA(UK), Ad Standards Australia,
Advertising standards NZ.

Non-governmentalorganizations

Contribution to developing widely
available implementation tools forprotecting children’s rights.

Other (please specify)

V01/2020

Advertising review bodies, membersorganizations who are knowledgeable incorporate evaluations (e.g. PRI:
Principles for Responsible Investment),child development psychologists

Organizations addressing children’s
rights (e.g. Save the Children)

Form 4: New work item proposal (NP)Page 12

Liaisons

Joint/parallel work

A listing of relevant external internationalorganizations or internal parties (other ISO
and/or IEC committees) to be engaged as
liaisons in the development of the deliverable.

Possible joint/parallel work with
☐ IEC (please specify committee ID)

Save the children☐

CEN (please specify committee ID)☐

Other (please specify)

Consumers International
International Chamber of Commerce (ICC)
European Advertising Standards Alliance(EASA)
International Council for Ad Self-Regulation(ICAS)

ISO/PC 311 – Vulnerable consumers
ISO/TC 181 – Safety of toys
ISO/TC 217 – Cosmetics
ISO/TC 310 – Child care articles

A listing of relevant countries which are not already P-members of the committee
Sweden, UK, Australia, Canada, Singapore and Korea

NOTE: The committee manager shall distribute this NP to the ISO members of the countries
listed above to ask if they wish to participate in this work
Proposed Project Leader(name and e-mail address)
Mrs. Malin Dahlberg Markstedt
Manager
Child Rights & Business Department
Save the Children Sweden
mdmarkstedt@gmail.com

Name of the Proposer(include contact information)
Ms. Amy Kato
Chief Director
Consumer Rights Japan
amy.k@consumers.jp*Under consent of Save the Children Sweden, SIS and JISC

This proposal will be developed by☐☐☐☒

An existing Working Group (please specify which one: )A new Working Group (title: )(Note: establishment of a new WG must be approved by committee resolution)
The TC/SC directly
To be determined

V01/2020

Form 4: New work item proposal (NP)Page 13

Supplementary information relating to the proposal☒☐☐

This proposal relates to a new ISO document;This proposal relates to the adoption as an active project of an item currently registered asa Preliminary Work Item;
This proposal relates to the re-establishment of a cancelled project as an active project.

☐

Other:

Maintenance agencies (MA) and registration authorities (RA)☐This proposal requires the service of a maintenance agency.
If yes, please identify the potential candidate:☐This proposal requires the service of a registration authority.
If yes, please identify the potential candidate:

NOTE: Selection and appointment of the MA or RA is subject to the procedure outlined in the
ISO/IEC Directives, Annex G and Annex H, and the RA policy in the ISO Supplement,
Annex SN.
☒Annex(es) are included with this proposal (provide details)
New Suggestions for ISO/COPOLCO Activity

Additional information/questions

V01/2020

Form 4: New work item proposal (NP)Page 14

V01/2020

Form 4: New work item proposal (NP)Page 15

Guidelines (ISO)ICC

ForewordContents

Introduction

Use of these guidelines

1. Range of application

2. Definitions*Child / children*Advertising*Marketing

3. General Principles

18.1 General Principles

3-1 Advertising and Marketing that is Conscious of theDevelopment and Characteristics of Children

18.2 Inexperience and credulity ofchildrenSpecial care should be taken in marketing communications directed to or featuring children
or teens.
: Such communications should not undermine positive social behaviour, lifestyles andattitudes.
: Products which are illegal for children or teens to purchase or are unsuitable for themshould not be advertised in media targeted to them.
: Marketing communications directed to children or teens should not be inserted in media
where the editorial matter is unsuitable for them.
: For rules on data protection relating specifically to children’s personal data see article 19.
: For other specific rules on marketing communications with regard to children:: with respect to direct marketing and digital marketing communications see chapter C,
article C7: within the context of food and non-alcoholic beverages see the ICC Framework for
responsible food and beverage marketing communications
Marketing communications should not exploit inexperience or credulity of children, withparticular regard to the following areas:
1. When demonstrating a product’s performance and use, marketing communications
should nota.
minimise the degree of skill or understate the age level generally required
for a child to assemble or operate productsb.
exaggerate the true size, value, nature, durability and performance of the
productc.
fail to disclose data about the need for additional purchases, such asaccessories, or individual items in a collection or series, required to produce the result
shown or described2.
While the use of fantasy is appropriate for younger as well as older
children, it should not make it difficult for them to distinguish between reality and fantasy.
3.
Marketing communications directed to children should be clearly
distinguishable to them as such.

3-1-1 Ensure the accuracy and credibility of information

3-1-2 Avoid unreasonable, unfair and deceptive advertising andmarketing3-1-3 Ensure safety

3-1-4 Respect for diversity

3-1-5 Avoid advertising and marketing that is harmful or
infringes on human rights

V01/2020

18.3 Avoidance of harmMarketing communications should not contain any statement or visual treatment that could
have the effect of harming children or teens mentally, morally or physically. Children andteens should not be portrayed in unsafe situations or engaging in actions harmful tothemselves or others, or be encouraged to engage in potentially hazardous activities orinappropriate behaviour in light of the expected physical and mental capabilities of thetarget demographic.

Form 4: New work item proposal (NP)Page 16

19.4 Children’s personal data

3-1-6 Protection of children’s personal information or theirprivacy

ARTICLE C7

When personal data is collected from individuals known or reasonably believed to be
children, guidance should be provided to parents or legal guardians about protecting
children’s privacy if feasible.
: Children should be encouraged to obtain a parent’s or responsible adult’s consent before
providing personal data via digital interactive media, and reasonable steps should be taken
to check that such permission has been given.
: Only as much personal data should be collected as is necessary to enable the child toengage in the featured activity. A parent or legal guardian should be notified and consent
obtained where required.
: Personal data collected from children should not be used to address marketing
communications to them, the children’s parents or other family members without theconsent of the parent.
: Personal data about individuals known or reasonably believed to be children should only
be disclosed to third parties after obtaining consent from a parent or legal guardian or wheredisclosure is authorised by law. Third parties do not include agents or others who provide
technical or operational support to the marketer and who do not use or disclose children’s
personal data for any other purpose.
: For additional rules specific to marketing communications to children using digitalinteractive media, see chapter C, article C7.
MARKETING COMMUNICATIONS AND CHILDREN: Parents and/or guardians should be encouraged to participate in and/or supervise theirchildren’s interactive activities.
: Personal data about individuals known to be children should only be disclosed to third
parties after obtaining consent from a parent or legal guardian or where disclosure isauthorised by law. Third parties do not include agents or others who provide support for
operational purposes of the website and who do not use or disclose a child’s personal
information for any other purpose.
: Websites devoted to products that are subject to age restrictions such as alcoholic
beverages, gambling and tobacco products should undertake measures, such as age screens,
to restrict access to such websites by minors. : Marketing communications directed atchildren in a particular age group should be appropriate and suitable for such children.

3-1-7 Consideration of sustainable consumption

3-1-8 Business enterprises’ constructive contribution to therelationship between children and their parents and caregivers

3-2 Respect for children’s human rights in the context of
freedom of expression
3-3 Compliance with legislation and domestic and internationalguidelines
4. Considerations regarding advertising presentations andmethods
4-1 Considerations regarding advertising presentations

4-1-1 Imposition of advertising, persistent recommendation of
products and services
4-1-2 Encouraging pestering

4-1-3 Exaggeration or emphasis of benefits or features

4-1-4 Exaggeration or emphasis of pricing, or lack of clear
indication of what is not included inprice
4-1-5 Presentations that cause fear or anxiety
4-1-6 Presentations that are suggestive of discrimination,
ostracism or bullying
4-1-7 Presentations that force fixed notions

4-1-8 Presentations that are excessively sexual

V01/2020

18.4 Social values

Marketing communications should not suggest that possession or use of the promoted
product will give a child or teen physical, psychological or social advantages over otherchildren or teens, or that not possessing the product will have the opposite effect.
Marketing communications should not undermine the authority, responsibility, judgment or
tastes of parents, having regard to relevant social and cultural values.
Marketing communications should not include any direct appeal to children to persuade
their parents or other adults to buy products for them.
Prices should not be presented in such a way as to lead children to an unrealistic perceptionof the cost or value of the product, for example by minimising them. Marketing
communications should not imply that the product being promoted is immediately within
the reach of every family budget.
Marketing communications which invite children and teens to contact the marketer should
encourage them to obtain the permission of a parent or other appropriate adult if any cost,
including that of a communication, is involved.

Form 4: New work item proposal (NP)Page 17

4-1-9 Acts or presentations that could be imitated

4-1-10 Presentations that could provoke danger or misuse

4-1-11 Presentations that condone or implicitly encouragesmoking and drinking of alcohol bychildren
4-1-12 Presentations that undermine children’s healthy food
habits
4-2 Considerations regarding advertising methods

4-2-1 Excessive use of premiums and giveaways

4-2-2 Excessive inducement to join membership clubs

4-2-3 Unrealistic presentations using special techniques

4-2-4 Clear distinction between program/editorial content andadvertising
4-2-5 Precautions when using characters, experts, or celebrities
to endorse a product or service
4-2-6 Precautions when using children in advertisements

4-2-7 Precautions for advertising and marketing in places
where children receive education and on their schoolcommuting route4-2-8 digital marketing and children's personal data/privacy

5. Preferred attitude of business enterprises towards advertisingand marketing directed to children
5-1 Efforts to conduct advertising and marketing that will nothave an adverse impact on children
5-2 Establishing a division for dealing with complaints,
understanding and analyzing complaints, and making
continuous improvements
5-3 Collection and effective use of information from related
external organizations and groups

ANNEX 1 Lists of relevant information of the internationalorganizations / lists of relevant research and report
ANNEX 2 Example of best practices / Example of risky
marketing / Check lists for advertising review organizations
ANNEX 3
Example of complaint handling / example ofexternal organizations / example of
PDCA improvement cycle

V01/2020

Form 4: New work item proposal (NP)Page 18

Original document can be seen HERE: https://www.savechildren.or.jp/partnership/crbp/pdf/fairmarketing_eng.pdf

V01/2020

Form 4: New work item proposal (NP)Page 19

V01/2020

Form 4: New work item proposal (NP)Page 20

V01/2020

Form 4: New work item proposal (NP)Page 21

V01/2020

Form 4: New work item proposal (NP)Page 22

V01/2020

Form 4: New work item proposal (NP)Page 23

Guidelines for Advertising a

V01/2020