Political solutions: the Mexican experience WPHNA, September, 2014.
Capture of the Junk Food Cartel Performance and video against child targeted marketing May 2013
Campaign strategic planning
Three essential campaign steps 1.Expose human drama 2.Culprit identification 3.Prese nt solution s
Strainght the voice Coalition building: Create the Nutritional Health Alliance with former and new allies (diverse member base) and a shared, comprehensive agenda on malnutrition and obesity Pingo´s and academia: human rights, children rights, right to water coallitions, nutrition, consumers rights, farmers, etc. Three fronts: the Alliance, lobby group and Academy
Deaths by diabetes The human drama
Total costs of obesity in Mexico (million pesos)
Reports/press conferences
Demonstrations «500 deaths in six years» in front the Health Ministery
Soda consumption
Campaign public spaces “FIRST CAME OBESITY, THEN DIABETES”
Demonstrations linking soda consumption and diabetes The Coke Bear in front the Federal Comission on Health Risks
Earned campaign
Academia, PAHO, a legislators and PINGO’s for a Soda Tax
Earned campaign «With the soda tax drinking fountains in all schools and public spaces» (subway, buses, billboards, paid tv)
Earned campaign Don’t hurt yourself drinking SSB (subway, buses, billboards, pay tv)
Giving voice to experts
PAHO: the Mexican food situation is «alarming» “International Forum: Public policies against obesity ” (2013)
President presented a soda tax proposal to the Congress Sept. 2013 President presented a National Strategy Against Obesity and Diabetes Oct. 2013 (includes: regulatory measures for food marketing to children and for a front-of pack labelling strategy)
SODA INDUSTRY REACTIONS Industry campaigns “Let’s talk about sugar” Launched by sugar cane producers “Know yourself, get balanced, get active” August 2013 Launched by national soda association August 2013
Paid inserts in national dailies “Let’s be honest” “We’ll all pay!” “No to the Bloomberg tax”
Engaging local storeowners “Combatting obesity with taxes is not the solution; No “This store and its taxes on chubby” clients say NO to another soda tax”
Creating consumer fronts “Can you combat obesity with taxes? Yes or no on the tax on chubby people?” The Center for Consumer Freedom
Responses against the soda industry • The soda tax comes from experts • IATSO supports the soda tax
Full pages in newspappers
The debate captured international media THE WALL STREET JOURNAL US National newspaper Daily circulation:2,378,827 Another soda tax squabble THE NEW YORK TIMES US national newspaper Daily circulation:1,865,318 Mexico: Junk food tax is approved BBC WORLD weekly audience of 192 million Would a tax on sugary drinks make Mexico healthier?
THE MEXICAN SSB TAX TIMELINE COALITION BUILDING EARNED MEDIA EXPERT FORUMS ALLIANCE PRINT AD INDUSTRY BORN BATTLE IN THE CAMPAIGNS CAMPAIGNS PRESS “12 SPOONFULS OF “A HEALTHIER “SUGARY “WATER IS “FIRST CAME OBESITY, THEN SUGAR” MEXICO” DRINKS” LIFE” DIABETES” OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV CONGRESS IN CONGRESS IN SESSION CONGRESS IN SESSION SESSION COLLECT SSB TAX BILL KEY DIALOGUE WITH INTENSE SIGNATORI INTRODUCED IN MINISTRY OF LOBBYING ES TO SSB SENATE – “TABLED” FINANCE TAX BILL TIL FISCAL REFORM ACADEMIA PEÑA NIETO SSB TAX PASSED LAUNCH OF ANNOUNCES SODA POLICY TAX IN FISCAL NEW PRESIDENT RECOM’S REFORM TAKES OFFICES
THE MEXICAN SUGARY DRINKS TAX • Passed by Congress: October 31, 2013. Goes into effect: January 1, 2014. • Type of tax: Specific excise tax (called a IEPS in Spanish). • Amount of the tax: 1 peso (0.08 USD) per liter. • Definition of SSBs under the new law: All drinks with added sugar, not including milks or yogurts, specifically: concentrates, powders, syrups, essences or extracts of flavors that when diluted allow one to obtain flavored drinks, and syrups or concentrates to prepare flavored drinks • Effect on pricing: The average price of 1 liter of soda in Mexico is 9 pesos (0.68 USD); therefore, the tax will increase the price by a little over 10%. • Expected reduction in consumption: 10 to 13% 1 • Expected revenue: 12 billion pesos = approximately $900 million USD • Earmark: Proposed by civil society but not backed by Ministry of Finance. Special bill passed through lower House and awaiting Senate vote to allocate 3.5 billion pesos ($270 million USD) to install water fountains in schools in 2014. Sources: 1. Modeling carried out by National Institute of Public Health (INSP).
THE TAX ON “JUNK FOOD” • Passed by Congress: October 31, 2013. Goes into effect: January 1, 2014. • Type of tax: Ad valorem excise tax • Amount of the tax: 8%. • What is taxed? Foods with a high caloric density (i.e. equal to or more than 275 calories/100 grams). This is higher than the WHO reference to 125cal/100gr. The list of products to be taxed include: chips and snacks; candies; chocolate and cacao based products; puddings; fruit-made and vegetable-made sweets; peanut and hazelnut butters; milk and caramel-based sweets; cereal-based products; ice-cream and ice-pops. • Expected reduction in consumption: Unknown. • Expected revenue: 8 billion pesos = approximately $600 million USD • Earmark: No specific earmark was proposed or passed.
Soda tax impact on consumption First trimester Institute of Public Health and University of North Caroline: Reduction of 10% in SSB consumption. 13% increase consumption of bottled water 7% increase of non-caloric sweetened beverages, mineral water and unsweetened juices.
The battle continues: «Kids» with the face of the president and the minister of finance standing in front of the National Palace with a drinking fountain. Demonstration aimed to demand allocation of resources to provide water fountains to schools.
More information: www.elpoderdelconsumidor.org www.actuaporlasalud.org www.facebook.com/elpoderdelc www.facebook.com/actuaporlasalud @elpoderdelc @actuaporlasalud
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