Regulating the Impacts of Advertising on Marketing on Children’s Rights — a Multicountry Comparison

On Wednesday, April 11, the 10^th Global Child Forum 2018 was held at the Stockholm Royal Palace. Over 300 participants from around the world gathered to discuss child rights issues. Participants represented global companies, financial institutions, civil society, the UN, academia and government.

Global Child Forum and GES International have surveyed asset owner signatories to the Principles for Responsible Investment (PRI) in 2014, 2015, and 2017, in order to understand perspectives of the investor community on integrating children’s rights issues into decision-making processes. We are now taking stock of the knowledge generated from these surveys and from recent in-depth interviews with nine investors. The main findings of our work are presented in this report. The purpose of this report is twofold: to provide information and inspiration to investors by highlighting the relevance of children’s rights, and to supply concrete tools and frameworks for applying related perspectives. We also present two company examples which serve to demonstrate how investors can work with children’s rights on a practical level.

Global Child Forum and the Boston Consulting Group initiated the Corporate Sector and Children´s Rights Benchmark study series in 2013, to fill a gap in the existing research on how the corporate sector addresses children´s rights, both within their operations and in communities. We have produced one global and five regional studies: the Nordic region, the Middle East and Northern Africa; Southern Africa, South America and Southeast Asia. Based on this extensive knowledge, we are now delving deeper into our data in order to provide guidance for companies on how to further their efforts to implement the Children´s Rights and Business Principles. It is evident when analysing our data that almost half (46%) of all businesses establish their own programs and/or donate to charity. We have studied the programs of 13 companies, to identify pertinent common features that can be used as building blocks for other companies. The building blocks needed for a corporate children´s rights program to achieve maximum positive impact are: Relevance, Governance, Collaboration, and Measurement. In this guide, we describe each building block in detail, followed by concrete company examples.

During 2017, Global Child Forum initiated a project aiming at demonstrating how investments in education leads to positive pay-offs not only for the community but also for business. Rightshouse was engaged to carry out the mapping exercise and deliver a database/spreadsheet categorizing collected data – and a report presenting the main findings of the assignment. The report points out that businesses recognize the central importance of education both for development in society as a whole and for the business sector specifically. But while it is well documented that the education sector globally suffers from a significant lack of resources, contributions from the private sector are limited. All findings of the mapping exercise, together with business cases, are presented in the report.

Standard Chartered is a leading international banking group. Many of the locations in which they operate are low income countries with high levels of gender inequality. The bank is therefore taking action to make positive social and economic contributions. Since 2006, they’ve supported girls, to take on leadership roles in their communities through the Goal program.   “We are asking ourselves:
‘How can we use the bank’s resources to help these girls reach their aspirations?’” Natasha Kwakwa, Program Director, Goal Standard Chartered   In this Deep Dive, we delve deeper into the Goal program in order to understand its background story and key features. The insights are based on interviews with company representatives and publicly available resources. As part of our research on corporate children’s rights programs, we have also developed a guide for companies: “Corporate Children’s Rights Programs – Guidance and Best Practice”.

In an effort to provide insights and guidance on how businesses protect – or fall short in protecting – children’s rights in South Africa, this report draws on one of Global Child Forum’s essential research products ‘The corporate sector and children’s rights benchmark’. More specifically, insights are provided across three areas where the corporate sector impacts children’s rights: The Workplace, The Marketplace, The Community and the Environment. In 2015, Global Child Forum, in partnership with Boston Consulting Group, published a benchmark study of the 271 largest companies in the region. This report is a follow-up to that study. An updated benchmark analysis has been conducted on 20 of the region’s largest companies.

In an effort to provide insights and guidance on how businesses protect – or fall short in protecting – children’s rights in the Southeast Asia region, this report makes use of two essential Global Child Forum research products: The Children Rights and Business Atlas and The corporate sector and children’s rights benchmark. More specifically, insights are provided across three areas where the corporate sector impacts children’s rights: The Workplace, The Marketplace, The Community and the Environment. Throughout this report, data from the Atlas highlights contextual factors that shape how companies can and should respond to children’s rights. This information is contrasted with the results of the Benchmark scoring for the 20 largest companies in Southeast Asia. A gap analysis provides recommendations for company actions that address risks and create positive impact on children’s rights in the region.

Pharmaceutical company AstraZeneca focuses its global community investment on the pressing challenge of preventing non-communicable diseases. They do this by targeting adolescents health and major risk behaviours such as tobacco and alcohol use and unhealthy eating through the AstraZeneca Youth Health Programme. A unique feature of the programme is that combines measures for behavioural change with research and advocacy.   “The youth of today are going to be the main drivers of economic development for evolving nations. One way to help them grow up healthy is to empower them with knowledge about making healthy choices.” Helen-Marie Seibel, Director, Global Community Investment, AstraZeneca   In this Deep Dive, we delve deeper into the Youth Health Programme in order to understand its background story and key features. The insights are based on interviews with company representatives and publicly available resources. As part of our research on corporate children’s rights programs, we have also developed a guide for companies: “Corporate Children’s Rights Programs – Guidance and Best Practice”.  

In an effort to provide insights and guidance on how businesses protect – or fall short in protecting – children’s rights in South America, this report draws on one of Global Child Forum’s essential research products ‘The corporate sector and children’s rights benchmark’. More specifically, insights are provided across three areas where the corporate sector impacts children’s rights: The Workplace, The Marketplace, The Community and the Environment. In 2017, Global Child Forum, in partnership with Boston Consulting Group, published a benchmark study of the 300 largest companies in the region. This report is a follow-up to that study. An updated benchmark analysis has been conducted on 20 of the region’s largest companies.

In an effort to provide insights and guidance on how businesses protect – or fall short in protecting – children’s rights in the Middle East and North Africa, this report draws on one of Global Child Forum’s essential research products: The corporate sector and children’s rights benchmark. More specifically, insights are provided across three areas where the corporate sector impacts children’s rights: The Workplace, The Marketplace, The Community and the Environment. In 2014, Global Child Forum, in partnership with Boston Consulting Group, published a benchmark study of the 350 largest companies in the region. This report is a follow-up to that study. An updated benchmark analysis has been conducted on 20 of the region’s largest companies.

Norsk Hydro entered Brazil in 2011 with a long history of fostering healthy communities that grew up around its operations in Norway. The company therefore had no small sense of the responsibilities of being an actor with an enormous impact on the lives of its workers and neighbours. The difficult history and operating environment of the Amazon region, however, challenge Hydro’s commitment to go “beyond compliance” to make a positive difference – particularly with regard to vulnerable populations, including children. This case study is no. 3 in a series of company reflections for Global Child Forum on how companies address children’s rights and child-related issues. All our reports and case studies can be found in our Knowledge Center.