Rudd Center for Food Policy and Obesity

Switzerland Pledge (Switzerland Pledge)

Description and Objective:The aim of the pledge is to encourage responsible advertising practices as part of industry initiatives to contribute to a healthy and balanced diet
Number of Pledge Signatories:13 (initially 6)
Date Implemented:October 2010
Definition of Children:Under 12 years
Definition of Exempt Foods:Products that meet the specific nutrient criteria as defined in scientifically recognized national and international dietary guidelines.
Definition of Child-Targeted Media:Audiences of 50% or more of children under 12
Communication Channels Covered:Not specifically stated, except for primary schools (except if it is specifically requested by, or agreed with, the school administration for educational or informational purposes)
Marketing Techniques Covered:Advertising

Company Commitments

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

All companies in the Switzerland Pledge follow the EU Pledge.

Name Child-Targeted Media:
Audience Definition
Exempt Foods Communications Channels/Marketing Techniques
Coca-Cola35% or more of audienceNo Exempt FoodsSame as EU Pledge
COOPNot SpecifiedNot Specified
Dannon (Danone in Europe and Canada)35% or more of audience under 12Exempt FoodsSame as EU Pledge
Intersnack35% or more of audience under 12Exempt FoodsSame as EU Pledge
Kellogg's50% or more for TV, radio, Internet; for TV advertising, shows with 35-49% maybe included if specifically targeted to children; for print, specifically designed for childrenExempt FoodsSame as EU Pledge
Kraft Foods/Mondelez InternationalFor TV, more than 35% of audience under 12, or any program that falls within time periods traditionally regarded as “kids' viewing time" (as designated by media providers); for Internet, more than 35%; print, directed primarily to childrenSame as EU Pledge
MarsFor TV, more than 25% of audience under 12; for film, a regional rating system; other media and techniques, primarily intended for childrenExempt FoodsSame as EU Pledge
McDonald's35% or more of audienceCore pledge, plus no “product placements of our food or drinks in the programme/editorial content of any third party medium aimed at children for the purpose of promoting the sale of those products"
Nestlé35% or more of audience under 12Exempt FoodsSame as EU Pledge
PepsiCoMedia that is directed primarily to childrenExempt FoodsSame as EU Pledge
Procter & GambleNot specifiedNot specified
Unilever35% or more of audience under 12Exempt FoodsSame as EU Pledge
Zweifel Pomy-Chip35% or more of audience under 12Not SpecifiedSame as EU Pledge