Testing a nutrient composition threshold model to classify brands for marketing restrictions

Food marketing restrictions often apply nutrient profile models (NPM) to distinguish unhealthy products that should not be advertised, however brand-only marketing remains largely unaddressed. We sought to test a threshold method for classifying packaged food, beverage, or fast-food brands as (non)permitted for marketing, based on the nutrient profile of their product-lines.

We retrieved nutrient information from the Nutritrack databases for all products sold by the top 51 packaged food, beverage and fast-food brands in New Zealand, selected by market share. All products under each brand were classified as permitted (or not) to be marketed to children, using the NPM for WHO Western Pacific. The 25%, 50%, 75% and 90% threshold of brands' products permitted to market were compared. The 50% and 75% thresholds were compared to the WHO CLICK method, which is based on assessment of the brand's leading product.

The 90% threshold permitted 13% of the brands to be marketed to children. The 25% threshold permitted the marketing of 62% of brands. The 50% and 75% thresholds remained highly sensitive in identifying brands that should not be marketed to children. Comparison to the WHO CLICK method identified that a threshold method is more comprehensive and less arbitrary.

A threshold model based on product-line nutrient profiling provides a robust and option for brand classification. The 50% and 75% thresholds may be the most politically preferred options for use in regulation, while remaining highly effective.

Brand marketing (e.g. sponsorship) remains largely unaddressed in existing restrictions on unhealthy food and beverage marketing to children.An established Nutrient Profile Model can be applied to a brand's entire product line, allowing calculation of the proportion of products that would not be permitted to be advertised to children.Restricting brand marketing for food and beverage brands with less than 50% or 75% of their products classified as 'permitted to be marketed to children' is a robust and evidence-based method that can be applied in regulation, with potential to mitigate industry challenges.