Coca Cola, PepsiCo, HUL among companies pledging to change advertising to children

Seven major food and beverage companies have announced a common commitment to responsible marketing to children. This is a voluntary self-regulation by members of the Indian food and beverage industry to demonstrate their commitment to a high level of social responsibility in marketing food and beverage products to children in India.

e4m by exchange4media Staff
Updated: Jul 21, 2010 10:10 AM
Coca Cola, PepsiCo, HUL among companies pledging to change advertising to children

Seven major food and beverage companies have announced a common commitment to responsible marketing to children. This is a voluntary self-regulation by members of the Indian food and beverage industry to demonstrate their commitment to a high level of social responsibility in marketing food and beverage products to children in India.

The pledge also provides a framework for food and beverage companies to help promote healthier dietary choices and a more active lifestyle to Indian children.

The companies that are current signatories to the pledge include Coca-Cola India Inc, General Mills India Pvt Ltd, Kellogg India Pvt Ltd, Nestlé India Ltd, Mars International India Pvt Ltd, PepsiCo India Holdings Pvt Ltd, and Hindustan Unilever Ltd.

Together, these companies represent a substantial part of the food and beverage advertising spends in India. Their pledge follows international developments in which the participating companies have made similar individual commitments on food and beverage advertising to children. This is in addition to the existing ASCI Code for Self Regulation in Advertising. The India Pledge welcomes other companies to join in committing to responsible advertising to children.

Under the India Pledge, participating companies will make individual commitments on food and beverage advertising to children. They will each develop and publish a company action plan, which will be subject to monitoring and review. The seven participating companies are committing to implement, by December 31, 2010, company-specific voluntary measures on food and beverage advertising to children. They include the following minimum standards:

No advertising food and beverage products to children under the age of 12 on TV, print or the Internet, except for products that fulfill specific nutrition criteria based on accepted scientific evidence and/or applicable national and international dietary guidelines. For this pledge, “advertising to children under 12 years” means advertising to media audiences where at least half are children under the age of 12.

No engaging in any commercial communications related to food and beverage products in primary schools, except for products that fulfill specific nutrition criteria based on accepted scientific evidence and/or applicable national and international dietary guidelines, or where specifically requested by or agreed by the school administration for educational purposes.

Commissioning an independent compliance monitoring of the advertising commitment on TV, print media and the Internet, starting in January 2011.

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