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 |
| Website: | http://www.swiss-pledge.ch/ |
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-Cola | 35% or more of audience | No Exempt Foods | Same as EU Pledge |
| COOP | Not Specified | Not Specified | |
| Dannon (Danone in Europe and Canada) | 35% or more of audience under 12 | Exempt Foods | Same as EU Pledge |
| Intersnack | 35% or more of audience under 12 | Exempt Foods | Same as EU Pledge |
| Kellogg's | 50% 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 children | Exempt Foods | Same as EU Pledge |
| Kraft Foods/Mondelez International | For 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 children | Same as EU Pledge | |
| Mars | For TV, more than 25% of audience under 12; for film, a regional rating system; other media and techniques, primarily intended for children | Exempt Foods | Same as EU Pledge |
| McDonald's | 35% or more of audience | Core 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" | |
| Nestlé | 35% or more of audience under 12 | Exempt Foods | Same as EU Pledge |
| PepsiCo | Media that is directed primarily to children | Exempt Foods | Same as EU Pledge |
| Procter & Gamble | Not specified | Not specified | |
| Unilever | 35% or more of audience under 12 | Exempt Foods | Same as EU Pledge |
| Zweifel Pomy-Chip | 35% or more of audience under 12 | Not Specified | Same as EU Pledge |
