Rudd Center for Food Policy and Obesity

India Pledge (India Pledge)

Description and Objective:In July 2010, seven of the leading multi-national food and beverage companies in India announced the pledge "to change" food and beverage advertising to children. Each participant is required to make an individual commitment to the pledge, which can include more restrictive criteria than the core principles in the pledge, but these commitments have not been published.
Number of Pledge Signatories:8 (initially 7)
Date Implemented:January 2011
Definition of Children:Under 12 years
Definition of Exempt Foods:Applies to chocolate, gum, and confectionary products
Definition of Child-Targeted Media:Audiences of 50% or more of children under 12
Communication Channels Covered:TV, print, 3rd-party Internet, primary schools (except when "specifically requested by, or agreed with, the school administration for educational purposes"), radio
Marketing Techniques Covered:Advertising in covered communications channels

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-Cola35% or more of audienceNo Exempt FoodsCore pledge, plus includes mobile phones
General MillsSame as core pledgeExempt FoodsCore pledge, plus includes cinema
Kellogg's50% or more of audience for TV, radio, Internet; for print, specifically designed for childrenExempt FoodsCore pledge, plus includes channels of radio, schools, cell phones, viral marketing, company-owned web sites, techniques of product placement, viral marketing, cell phones, sponsorship of events, product-branded toys (i.e. those not made by Kellogg's), product sponsorship of kids clubs and other children's commitments, and use of celebrities associated with mass media targeted at children
Kraft Foods/Mondelez International35% or more of audience under 12Same as core pledge
MarsFor TV, more than 25% of audience under 12; for film, a regional rating system; other media and techniques, primarily intended for childrenExempt FoodsCore pledge, plus includes restrictions on promotions, sponsorship of media programming and films, company-owned websites and other forms of Internet-marketing, word-of-mouth marketing, product placement, advertising using licensed characters (except in venues controlled by parents and other gatekeepers) and celebrities (not for all food products). Children can also be not depicted consuming chocolate products in advertising.
NestléSame as core pledgeExempt FoodsSame as core pledge
PepsiCo50% or more of audience under 12Exempt FoodsSame as core pledge
UnileverSame as core pledgeExempt FoodsCore pledge, plus all other marketing communications except packaging and labeling