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Brazilian industry commits to changing advertising to children
Date: 06/09/2009
On 25 August 2009 over 20 leading food and beverage advertisers in Brazil co-signed a pledge to voluntarily commit to change their food and beverage advertising to children. The full letter is available to download below (in English).
Signatories include: Ambev, Batavo, Bob's, Burger King, Cadbury, Coca-Cola, Danone, Elege, Ferrero, Garoto, General Mills, Grupo Bimbo, Grupo Schincariol, Kellogg, Kraft Foods, Mars, McDonald's, Nestle, Parlamat, PepsiCo, Perdigao, Sadia and Unilever.
Each company commits to the following minimum criteria:
- No advertising of products to children under 12 years on TV, print and internet, except for products which fulfill specific nutrition criteria based on accepted scientific evidence and/or applicable national and international dietary guidelines.
- No communication related to products in primary schools, except where specifically requested by, or agreed with, the school administration for educational purposes.
Each company will publish further information before the end of the year detailing their individual policies.
The initiative was spearheaded by the Association of Brazilian Advertisers (ABA) with full support from WFA. This industry commitment is part of a raft of self-regulatory initiatives taken by advertisers across the globe. For further coverage of similar initiatives click here.
For more information please contact Will Gilroy [email protected]
Documents:
Brazilian Pledge - Letter (En).pdf
