Swiss Pledge extends advertising promise
Since 2010, Swiss Pledge companies have voluntarily adjusted their advertising behavior towards children under the age of twelve and are now extending the pledge to 2017.
Advertising with products that do not meet defined nutritional criteria is prohibited, according to the Swiss Pledge-promises are no longer directed at children under the age of twelve. This obligation has applied to TV commercials since 2010 and to children's magazines and brand websites of member companies since 2012.
From 2017, the voluntary advertising pledge will also apply to radio, cinema, DVD/CD-ROM, direct marketing, product placement, interactive games, outdoor marketing, mobile and SMS marketing. According to Wednesday's announcement, this tightening of the advertising pledge is a further clear commitment by companies to responsible advertising behavior towards children under the age of twelve.
"Advertising to children under 12" means advertising to a target audience with a minimum of 35 percent children under 12.
The member companies undertake to comply with the following minimum criteria:
- Restricted product advertising to children under 12. Only products that meet defined nutritional criteria may be advertised.
- No product-specific communications to elementary school (children under 12). Unless specifically requested or approved by school administration for educational purposes.
Founded in 2010, Swiss Pledge is a voluntary initiative of leading food and beverage, hospitality and retail companies to change the way they advertise to children. Today, 13 companies are committed to responsible advertising behavior to children under 12. They are: Coca-Cola, Coop, Danone, Intersnack, Kellogg, Mondelēz, Mars, McDonaldʼs, Nestlé, PepsiCo, Rivella, Unilever and Zweifel Pomy-Chips. The initiative is open to other market participants who commit to complying with the minimum criteria mentioned.
