More information and full results atwww.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 andonly 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.

ONLINEADVERTISING

COMPANY-OWNEDWEBSITES

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 EU 80%

OR NOT ADVERTISE ANY PRODUCTS AT ALL TO UNDER 12 YEAR OLDS