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The EU Pledge

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A voluntary initiative by 20 leading companies to change food advertising to kids

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The EU Pledge

  1. 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

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