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Thailand: Food and drink marketers pledge common commitment to responsible advertising
Date: 10/05/2008
BANGKOK MAY 12 2008: Six major food and beverage companies announced today a common commitment to responsible advertising. The move represents the food industry's ongoing efforts to support parents in making the right diet and lifestyle choices for their children.
Under the Thai Pledge programme, participating companies will make individual commitments on responsible food and beverage advertising in addition to a common commitment not to advertise food and beverage products to children under the age of 12 in Thailand except for products that meet specific nutritional criteria.
The Thai Pledge programme is a voluntary commitment and the participating companies all commit to:
Implement, no later than 31 December 2008, company-specific voluntary measures on responsible food and beverage advertising. All company commitments will meet the following minimum standards:
- Not to advertise food and beverage products to children under the age of 12, except for products which fulfill specific nutrition criteria based on accepted scientific evidence and/or applicable national and international dietary guidelines. For the purpose of the Pledge, "advertising to children under 12 years" means advertising which intentionally targets children under 12 years and advertising to media audiences with an intended minimum of 50% of children under 12 years. "Advertising" covers marketing communications via TV, radio, print media and third party Internet sites.
- Not to engage in any product-related communications in primary schools, except where specifically requested by or agreed with the school administration for educational or informational purposes.
- Publish all company commitments related to the Thai Pledge on a dedicated website in the course of 2008.
- Commission independently verified compliance monitoring of the advertising commitment on TV, print media and the Internet, starting in January 2009.
Signatories to the Pledge include the following companies: Coca-Cola, Kellogg, Kraft, Mars, Nestlé, PepsiCo and Unilever. A number of these companies have already made individual commitments on responsible advertising, but the Thai Pledge programme will provide a common benchmark against which companies can jointly monitor and verify their implementation. The Thai Pledge initiative is open to other companies that wish to join.
Download more details on the Thai Pledge below...
WFA Position
WFA has been at the forefront of industry discussions in this market, and will communicate all further developments to members of the RAC programme and other global stakeholders. For more information please contact [email protected]
View Press coverage of this story here and here.
Documents:
Thai Pledge Press Release.pdf
