Appropriate bodies, including the European Commission, national governments, health and education agencies and broadcasters should investigate ways of using television to promote positive nutrition messages to children. This could include the greater use of public service announcements, a feature of broadcasting in a number of countries in this survey, to provide positive nutritional messages as a counterweight to the advertising appeal of foods of low nutritional value. Other options include the sponsorship of health and nutrition messages by advertisers, though that remains controversial. It is important for the media, schools, consumer bodies and parents to help children develop the ability to understand the purpose of advertising and develop a critical and questioning attitude towards it and other forms of marketing. Studies which address advertising and marketing from a consumer perspective should be part of children's school education from an early age.
Consumer organisations can assist by providing advice and information for parents.
Broadcasters should be encouraged to play a responsible role through programming or the use of public information announcements. There is a need for more effective enforcement of advertising regulations. In many countries, lack of awareness by consumers of a regulatory body and its complaints procedure was cited as a problem. In addition, it was considered that more could be done to improve industry's knowledge of codes of practice. To increase the confidence of consumers and industry, regulatory bodies should conduct ongoing public awareness campaigns both for consumers and the advertising industry.