Enhanced 2012 commitments

 

Initially, EU Pledge member companies committed to not advertise products to children under 12 years  of age (except for products which fulfill specific nutrition criteria) and defined “advertising to children under 12 years” as advertising to media audiences with a minimum of 50% of children under 12 years.
 
EU Pledge member companies have now enhanced this commitment by lowering the audience threshold to 35% of children under 12 years. This tougher threshold will have the effect of covering more media channels that have a significant child audience.
 
Furthermore, regarding online media, the EU Pledge originally applied only to third-party internet advertising. As of 1 January 2012, EU Pledge member companies will apply this commitment also to company-owned websites. By extending the coverage of the commitment to cover both third-party online advertising and brand websites, the EU Pledge will cover online marketing comprehensively.
 
Enhanced commitments:
 
  • No advertising of products to children under 12 years, except for products which fulfill specific nutrition criteria based on accepted scientific evidence and/or applicable national and international dietary guidelines. For the purpose of this initiative, “advertising to children under 12 years” means advertising to media audiences with a minimum of 35% of children under 12 years. This rule will be applicable as of 1 January 2012 throughout the EU[1].

 

  • In the online sphere, the above commitment will apply to marketing communications for food and beverage products on company-owned websites, in addition to third-party internet advertising. Member companies will develop and follow detailed guidance to apply this commitment by 1 January 2012.

 

  • No communication related to products in primary schools, except where specifically requested by, or agreed with, the school administration for educational purposes.

 

[1] In order to allow for adjustment of media buying practices and licensing agreements, individual companies will be granted a transition period not exceeding one year, i.e. until 1 January 2013 at the latest, provided this is stated clearly in their individual corporate commitment published on the EU Pledge website.
 
These enhanced common criteria apply to all member companies, which however remain free to apply more stringent rules individually.