The EU Pledge is a voluntary initiative by 20 leading food companies to change how they advertise to children under 12 years old in Europe. An independent monitor found that from 2005 to 2013, children saw 31% less food ads on TV for all pledge company products, 47% less for products that don't meet nutrition criteria, and 82% less for unhealthy products around children's TV programming. The pledge also aims to not advertise any products to children under 12 in primary schools, print media, online, or on company websites. Compliance is nearly 100% across these other media.

1. More information and full results at
www.eu-pledge.eu
www.wfanet.org/blog @wfamarketers
THE EU PLEDGE
OUTCOME: COMPARING 2005 TO 2013, CHILDREN SEE
A LOT LESS FOOD ADS ON TV
less for all Pledge
company products
less for products that don’t
meet the nutrition criteria
31% 47%
less for products that don’t meet
the nutrition criteria in and
around children’s programmes
82%
A COMMITMENT
BY WFA TO THE
EUROPEAN COMMISION
MONITORED
INDEPENDENTLY BY
ONLY ADVERTISE PRODUCTS
THAT MEET COMMON
NUTRITION CRITERIA TO
UNDER 12 YEAR OLDS*
*Common nutrition criteria are scientifically grounded and
have been scrutinized and welcomed by non-industry experts,
NGOs and the European Commission
*Except when the school specifically requests materials and
only for educational purposes
THE PLEDGE COVERS
TV
PRINT
INTERNET
NO COMMERCIAL
COMMUNICATIONS IN
PRIMARY SCHOOLS*
OVER 80% FOOD MARKETING BUDGETS TYPICALLY GO ON TV ADVERTISING. FOR OTHER
MEDIA, WE MEASURE COMPLIANCE AS DATA ARE NOT AVAILABLE TO MEASURE CHANGE.
ONLINE
ADVERTISING
COMPANY-OWNED
WEBSITES
SCHOOLSPRINT
100% 100% 95% 98%
HIGH COMPLIANCE ON OTHER MEDIA AND IN SCHOOLS
A VOLUNTARY INITIATIVE BY 20 LEADING
COMPANIES TO CHANGE FOOD ADVERTISING TO KIDS
COMPANIES REPRESENTING OVER FOOD AD SPEND IN THE EU80%
OR NOT ADVERTISE ANY PRODUCTS
AT ALL TO UNDER 12 YEAR OLDS