THE EU PLEDGE 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* More information and full results at www.eu-pledge.eu www.wfanet.org @wfamarketers OUTCOME: COMPARING 2005 TO 2014, 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 42% 52% less for products that don’t meet the nutrition criteria in and around children’s programmes 88% A VOLUNTARY INITIATIVE BY 21 LEADING COMPANIES TO CHANGE FOOD ADVERTISING TO KIDS COMPANIES REPRESENTING OVER FOOD AD SPEND IN THE EU 80 % 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 SCHOOLS* PRINT* 100 % 100 % 97% 98% HIGH COMPLIANCE ON OTHER MEDIA AND IN SCHOOLS *2013 Compliance Levels OR NOT ADVERTISE ANY PRODUCTS AT ALL TO UNDER 12 YEAR OLDS
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THE EU PLEDGE
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 andonly for educational purposes
THE PLEDGE COVERS
TV
INTERNET
NO COMMERCIAL COMMUNICATIONS IN PRIMARY SCHOOLS*
More information and full results atwww.eu-pledge.eu
www.wfanet.org @wfamarketers
OUTCOME: COMPARING 2005 TO 2014, 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
42% 52%
less for products that don’t meet the nutrition criteria in and
around children’s programmes
88%
A VOLUNTARY INITIATIVE BY 21 LEADING COMPANIES TO CHANGE FOOD ADVERTISING TO KIDS
COMPANIES REPRESENTING OVER FOOD AD SPEND IN THE EU 80%
OVER 80% FOOD MARKETING BUDGETS TYPICALLY GO ON TV ADVERTISING. FOR OTHER MEDIA, WE MEASURE COMPLIANCE AS DATA ARE NOT AVAILABLE
TO MEASURE CHANGE.
ONLINEADVERTISING*
COMPANY-OWNEDWEBSITES
SCHOOLS*PRINT*
100% 100% 97% 98%
HIGH COMPLIANCE ON OTHER MEDIA AND IN SCHOOLS
*2013 Compliance Levels
OR NOT ADVERTISE ANY PRODUCTS AT ALL TO UNDER 12 YEAR OLDS
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