Portuguese Pledge (Portuguese Pledge)
| Description and Objective: | An initiative of the Portuguese Federation of Agro-Food (FIPA) and the Portuguese Advertisers Association (APAN), the Portuguese Food Industry and Pledge on Diet, Physical Activity and Health: Advertising ad Marketing Directed to Children, has the stated objective of “changing the advertising directed to children under 12 years on television, print and Internet." The pledge, which was published in 2009 with a scheduled implementation date of 2010, follows the wording of the EU Pledge, (Portugal is also covered by the EU Pledge), but has a greater number of signatories. Like the EU Pledge, each participant is required to make individual commitments to the pledge, which can be more restrictive than the core criteria in the pledge. |
| Number of Pledge Signatories: | 27 (originally 26) |
| Date Implemented: | 2010 |
| Definition of Children: | Under 12 years |
| Definition of Exempt Foods: | Set by each company provided that the foods meet nutritional criteria based on accepted scientific and/or applicable dietary guidelines |
| 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 where specifically requested by, or agreed with, the school administration for educational purposes) |
| Marketing Techniques Covered: | Advertising |
| Website: | http://www.compromissos-alimentar.com/index.php |
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 |
| Central Cervejas E Bebidas | N/A (beer company) | No Exempt Foods | N/A (beer company) |
| Cerealis | Same as core pledge | Not Specified | TV, radio, print, primary schools and advertising in the zones around schools |
| Coca-Cola | Not specified | No Exempt Foods | Only specified as "advertising" including all advertising on TV in the morning hours |
| Dannon (Danone in Europe and Canada) | 35% or more of audience under 12 | Same as EU Pledge | |
| Ferraz & Ferreira | No specific commitment published | Not Specified | |
| Ferrero | 35% or more of audience under 12 | Same as EU Pledge | |
| Gelpeixe | No specific commitment published | Not Specified | Same as core pledge |
| Hipermercados Continente | Same as core pledge | Exempt Foods | TV, Internet, print, primary schools (except where specifically requested by, or agreed with, the school administration for educational purposes) |
| Iglo | Same as core pledge | No Exempt Foods | All advertising |
| Kellogg's | No specific commitment published | Not Specified | |
| Kraft Foods/Mondelez International | No specific commitment published | ||
| Mars | No specific commitment published | Not Specified | |
| McDonald's | No specific commitment published | ||
| Mineraqua Portugal | No specific commitment published | Not Specified | |
| Nestlé | No specific commitment published | Not Specified | |
| Nobre Alimentacao | Majority of children | No Exempt Foods | Core pledge, plus social media |
| Orangina Group | Same as core pledge | No Exempt Foods | Core pledge, plus cinema and vending machines in primary schools as well as other forms of advertising |
| Panpor/NeoPanpor | No specific commitment published | Not Specified | |
| Parmalat | Same as core pledge | Exempt Foods | TV, print, Internet, and all forms of marketing techniques, not just advertising, including product placement |
| Pato Real | No specific commitment published | Not Specified | |
| PepsiCo | Not specified | Exempt Foods | Not specified |
| Pescanova | No specific commitment published | Not Specified | |
| Queijo Saloio | Same as core pledge | No Exempt Foods | Core pledge, plus cinema |
| Sovena | Same as core pledge | No Exempt Foods | Same as core pledge, with stated exception of initiatives or events targeting families where these are not intended exclusively for children. |
| Sumol + Compal | Same as core pledge | Exempt Foods | Same as core pledge |
| Unicer | Same as core pledge | Exempt Foods | TV, Internet, print |
| Unilever | 35% or more of audience under 12 | Same as EU Pledge |
