Piecing Together Piecemeal Regulation: Stakeholder Insights Into Joint Statutory Regulation to Reduce Children's Unhealthy Commodity Marketing Exposure in Aotearoa New Zealand

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ISSUE ADDRESSED: Globally, there is growing momentum for statutory marketing regulation over unhealthy commodities (UHC), including alcohol, tobacco, unhealthy food and gambling. These attempts respond to ubiquitous UHC marketing and immense UHC-related harm. Governments' ability to protect people is often undermined by piecemeal regulation for UHCs, despite substantial similarities between the commodities. This article explores Aotearoa New Zealand (NZ) stakeholder perspectives on joint regulation of the marketing of UHCs. METHODS: We interviewed 15 stakeholders from across the UHC policy process. Interviews were guided by a semi-structured interview schedule framed by Te Tiriti o Waitangi and Labonté and Torgeson's 'Globalization and Health' framework. Before the interview, stakeholders were sent a summary of the results of the Kids'Cam UHC Marketing study, the first phase of this research. Interview data were analysed using thematic analysis. We purposefully sought Indigenous expert voices. RESULTS: Most participants supported joint UHC marketing regulation, arguing it would result in increased regulatory and advocacy efficiency, health benefits, reduced healthcare costs, and a more transparent regulatory system. Barriers to joint UHC regulation included the complexity of working with many varied stakeholders and limited political appetite. CONCLUSIONS: The findings suggest that joint statutory UHC marketing regulation has a range of benefits over the existing piecemeal approach. Regulation could fruitfully be addressed from global to national levels. Joint statutory UHC regulation would disrupt harmful industry influence, advance equity and put people before profit. SO WHAT?: Health promoters should identify and leverage opportunities at all levels for joint statutory UHC regulation.

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