Swiss Pledge: Advertising pledge with good results
Swiss Pledge companies are keeping their advertising promises to children under the age of 12. According to an evaluation by the independent market research institute Media Focus, the members once again achieved good results in 2015.
Swiss Pledge is a self-regulation for responsible advertising behavior towards children under 12. Behind the voluntary commitment are 13 leading food and beverage producers, catering and retail companies. Media Focus gives the Swiss Pledge companies high marks for the past year.
In 2015, the independent market research company Media Focus reviewed advertising placements by Swiss Pledge companies on TV, in children's magazines and on brand websites of member companies: 99 percent of the advertising spots on Swiss stations, program windows and private stations placed by Swiss Pledge companies last year met the criteria of the voluntary commitment. TV advertising accounted for 59 percent of Swiss Pledge companies' advertising spend in 2015. Measured against the total TV gross advertising spend of the food and beverage industry in Switzerland, this corresponds to 34 percent.
Swiss Pledge companies also achieved good results for advertising in children's magazines and on their brand websites. 93 percent of the children's magazines checked were compliant, according to Media Focus. For brand websites, 90 percent met the Swiss Pledge criteria.
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 communication to elementary school (children under 12). Unless specifically requested or approved by school administration for educational purposes.
"Advertising to children under 12" means advertising to a target audience with a minimum of 35 percent children under 12.
Swiss Pledge was founded in 2010 by food and beverage producers. Today, 13 companies are committed to responsible advertising behavior towards 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.
The content of the Swiss Pledge is based on the European voluntary commitment EU Pledge.
