EU Pledge members commit to:

• Only advertise products to children under the age of 13 years that meet the EU Pledge Nutrition Criteria; or
• Not advertise their products at all to children under the age of 13 years.

The above policy covers food and non-alcoholic beverage product marketing communications that are primarily directed to children under 13 in all covered media.

EU Pledge member companies further commit not to engage in food or beverage product marketing communications to children in primary schools, except where specifically requested by, or agreed with, the establishment’s administration for educational purposes.

I. Nutrition criteria: EU Pledge member companies who choose to advertise some of their products to children will apply the updated and strengthened EU Pledge Nutrition Criteria. These further limit the type of products that can be marketed to children. EU Pledge member companies further agree to review the nutrition criteria on a regular basis.

II. Responsible food and beverage marketing

EU Pledge members further commit to abiding by:

• The International Chamber of Commerce (ICC) Code of Advertising and Marketing Communication Practice; and
• The ICC Framework for Responsible Food and Beverage Marketing Communications

in all their marketing communications, regardless of the age of the audience or the nutritional profile of the product, with regard in particular to rules that go beyond or are more specific than EU law, such as:

Food and beverage marketing communications should not encourage or condone excess consumption and portion sizes should be appropriate to the setting portrayed.

• Marketing communications should not undermine and wherever possible promote the importance of balanced diets and healthy lifestyles.
• Copy, sound and visual presentations in marketing communications for food and beverage products should accurately represent the material characteristics of the product featured, such as taste, size, content, nutrition or health benefits, and should not mislead consumers concerning any of those characteristics.
• Food products not intended to be substitutes for meals should not be represented as such.