Swiss Pledge voluntary commitment continues to gain in importance

Danone, Intersnack, Kraft Foods, Procter & Gamble and Zweifel Pomy-Chips are joining the Swiss Pledge Initiative and voluntarily refraining from advertising aimed at children under 12. The voluntary commitment to responsible food advertising practices, which was launched a year ago, is thus expanding its scope and already includes eleven leading Swiss food producers.

Coca-Cola, Kellogg, Mars, Nestlé, PepsiCo and Unilever had already introduced similar voluntary advertising restrictions and publicly reaffirmed them through the Swiss Pledge. Swiss Pledge borrows its content from comparable programs in the EU and 17 initiatives worldwide (as of August 2011) and is open to other Swiss manufacturers. The member companies of the Swiss Pledge are committed to responsible advertising practices and want to establish these industry-wide with the help of the open initiative and contribute to a healthy and balanced diet, according to a Swiss Pledge release.

After a thorough review, the Federal Office of Public Health FOPH made the Swiss Pledge companies partners of Actionsanté in January 2011 on the recommendation of the external group of experts. The Swiss Pledge for Action is so far the only one in Europe to have been accepted by a national authority. An independent check on the fulfilment of the voluntary commitment by the market research institute Media Focus showed a value of 99.6 per cent of correctly placed TV advertising for 2010, the Swiss Pledge release continues.

Currently, the following companies are actively participating in the programme: Coca-Cola, Danone, Intersnack, Kellogg, Kraft Foods, Mars, Nestlé, PepsiCo, Procter & Gamble, Unilever and Zweifel Pomy-Chips.

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