Rudd Center for Food Policy and Obesity

Union of Beverages Associations Commitments to Act Responsibly on Marketing and Schools (Europe Soft Drinks Pledge on Marketing Communications and Schools)

Description and Objective:The Union of European Beverages Associations (UNESDA) made a commitment to the European Union Platform on Diet, Physical Activity and Health to "act responsibly in marketing their products to children." Implemented in 2006, their pledge on advertising was one of the first marketing pledges to be made. In 2008 they extended their advertising commitment to cinema. In 2010 they published a new pledge on marketing in the "digisphere." In 2014, the digisphere pledge was incorporated into the marketing commitments pledge and marketing in schools incorporated in the schools pledge. No individual commitments are required for this pledge.
Number of Pledge Signatories:5 (there are three Coca-Cola signatories -- The Coca-Cola Company, Coca-Cola Enterprises, Coca-Cola Hellenic)
Date Implemented:2006 for media advertising; 2008 for cinema; 2010 for digisphere
Definition of Children:Under 12 years
Definition of Exempt Foods:Set centrally by the core pledge and covers all drinks produced by signatory companies
Definition of Child-Targeted Media:Audiences of 35% or more children under 12; prior to 2010 the definition was 50%
Communication Channels Covered:TV, print, 3rd-party Internet; primary schools; secondary schools for unbranded vending machines; cinema
Marketing Techniques Covered:Marketing communications in covered communications channels
Healthy Messages Option/Requirement:In schools, the companies pledges to 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
Coca-ColaCriteria set in core pledgeNo Exempt FoodsCriteria set in core pledge
PepsiCoCriteria set in core pledgeNo Exempt FoodsCriteria set in core pledge
SuntoryCriteria set in core pledgeCriteria set in core pledge
UnileverCriteria set in core pledgeNot SpecifiedCriteria set in core pledge