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

PRINT

INTERNET

NO COMMERCIAL COMMUNICATIONS IN PRIMARY SCHOOLS*

More information and full results atwww.eu-pledge.eu

www.wfanet.org @wfamarketers

OUTCOME: THE TREND OBSERVED OVER 6 YEARS SHOWS THAT CHILDREN SEE A LOT LESS FOOD AND SOFT DRINKADS ON TV COMPARED TO 2005

less for all Pledge company products

less for products that don’t meet the nutrition criteria

32% 48%

less for products that don’t meet the nutrition criteria in and

around children’s programmes

83%

A VOLUNTARY INITIATIVE BY 22 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