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

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