Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The EU Pledge


Published on

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

Published in: Marketing
  • Login to see the comments

  • Be the first to like this

The EU Pledge

  1. 1. More information and full results at @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