The EU Pledge (www.eu-pledge.eu) is a commitment by 22 leading food and beverage brand owners to change how they market their products to children across a variety of media.

1. 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: THE TREND OBSERVED OVER 6 YEARS SHOWS
THAT CHILDREN SEE A LOT LESS FOOD AND SOFT DRINK
ADS 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 EU80%
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