Rudd Center for Food Policy and Obesity

Australian Beverage Council Ltd. Commitment Addressing Obesity and Other Health & Wellness Issues (Australian Soft Drinks Pledge)

Description and Objective:The Australian Beverages Council Ltd (ABCL) represents a substantial part of the Australian non-alcoholic beverages industry, uniting all major producers of non-alcoholic beverages. The Pledge is part of a broader initiative "covering obesity and other health and wellness issues" which aims to provide industry leadership in adopting "socially responsible and progressive policies" to address obesity. The initiative also includes some "general marketing and advertising guidelines" which cover all forms of marketing communication. The description here comprises just the restriction on specified communications channels. No individual commitments are required for this pledge.
Number of Pledge Signatories:The Australian Beverage Council Ltd. has a long list of members, including Coca-Cola, PepsiCo, Schweppes, and Unilever. However, they are not individual signatories to the pledge. Some of these companies are also signatories of the Australia Grocery Council Pledge.
Date Implemented:October 2006
Definition of Children:Under 12 years
Definition of Exempt Foods:Set centrally by the core pledge as “water based sugar sweetened beverages except where the product meets the relevant Government criteria for sale in school canteens"
Definition of Child-Targeted Media:The media in which the marketing communication appears has an audience of more than 50% of children under 12.
Communication Channels Covered:TV, radio, print, 3rd-party Internet and company-owned web sites, primary schools
Marketing Techniques Covered:All marketing communications
Healthy Messages Option/Requirement:The primary schools pledge includes the commitment that the companies will provide “unbranded vending machines preferably including educational images and messages promoting balanced diets and healthy and active lifestyles."

Company Commitments

Click on the blue highlighted company names to access their pledge commitments.

Name Child-Targeted Media:
Audience Definition
Exempt Foods Communications Channels/Marketing Techniques