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
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
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