title: Stakeholder insights on the planning and development of an independent benchmark standard for responsible food marketing.
abstract: A mixed methods qualitative survey investigated stakeholder responses to the proposal to develop an independently defined, audited and certifiable set of benchmark standards for responsible food marketing. Its purpose was to inform the policy planning and development process. A majority of respondents were supportive of the proposal. A majority also viewed the engagement and collaboration of a broad base of stakeholders in its planning and development as potentially beneficial. Positive responses were associated with views that policy controls can and should be extended to include all form of marketing, that obesity and non-communicable diseases prevention and control was a shared responsibility and an urgent policy priority and prior experience of independent standardisation as a policy lever for good practice. Strong policy leadership, demonstrable utilisation of the evidence base in its development and deployment and a conceptually clear communications plan were identified as priority targets for future policy planning. Future research priorities include generating more evidence on the feasibility of developing an effective community of practice and theory of change, the strengths and limitations of these and developing an evidence-based step-wise communications strategy.
authors.affiliation: Institute for Social Marketing, University of Stirling, Stirling, UK. Electronic address: g.a.cairns@stir.ac.uk.
authors.forename: Georgina
authors.initials: G
authors.lastname: Cairns
authors.affiliation: Institute for Social Marketing, Stirling, UK.
authors.forename: Laura
authors.initials: L
authors.lastname: Macdonald
mesh_terms: D000293:Adolescent; D000328:Adult; D019985:Benchmarking / Q000592:standards*; D005260:Female; D005523:Food Supply / Q000941:ethics / Q000379:methods / Q000592:standards*; D006801:Humans; D008297:Male; D040541:Marketing / Q000941:ethics / Q000379:methods* / Q000458:organization & administration / Q000592:standards; D016730:Program Development; D015397:Program Evaluation / Q000592:standards; D011640:Public Policy; D055815:Young Adult
keywords: Food marketing control policy; Multi-stakeholder policy development; Standardisation