The new PAOS code regarding the corregulation of food and beverage advertising aimed at minors. It is a public / private collaboration commitment promoted by the Spanish Agency for Food Safety and Nutrition, to which the Food and Beverage industry has voluntarily adhered, and the Association for Advertising Self-Regulation.
The measure is part of the actions of the Ministry of Health to fight against childhood obesity. As we know after the initiative of the first code in 2005, in 2009 television networks and operators joined. The new agreement supposes the update of the previous one and its extension, for the first time, to the scope of internet advertising aimed at children under 15 years of age.
All the sectors involved have undertaken to carry out a responsible communication aimed at minors
Minister Ana Mato, highlights that the new PAOS code collects the recommendations of the Commission and the European Parliament on the effects that advertising and the development of new technologies have on the behavior of younger consumers.
The extension of the code allows to adapt to the new reality of the media used by children and young people, since internet is the medium where advertising has increased most for teenagers.
The promotion of healthy habits to combat the figures of overweight and childhood obesity, is a task of all: administrations, schools and families. Along with the code, other government measures will be carried out, such as the launching of the Nutrition and Study of Obesity Observatory this year.
Also, with the same purpose, the proposal to increase the hours of Physical Education in the Schools has been launched to Education, and work is being carried out with municipalities throughout Spain to launch a collaboration agreement on the Healthy Cities Network.
From the entry into force of the new code we can highlight the accession (for the first time) of the distribution sectors, and the hospitality and catering sectors. Joint participation is aimed at fulfillment of the objectives of the NAOS strategy against obesity, thus protecting the little ones.
