Strengthening of EU Pledge commitments

The EU Pledge is a voluntary initiative by leading food and beverage companies to change food and beverage advertising to children under the age of 12 in the European Union. It consists of two main commitments:

• No advertising for food and beverage products to children under the age of 12 on TV, print and internet, except for products which fulfil common nutritional criteria. 

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

From 1 January 2017, the EU Pledge commitments was strengthened. They now apply to the following media: TV, radio, print, cinema, online (including company-owned websites and company-owned social media profiles), DVD/CD-ROM, direct marketing, product placement, interactive games, outdoor marketing, mobile and SMS marketing.