Rudd Center for Food Policy and Obesity
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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 BebidasN/A (beer company)No Exempt FoodsN/A (beer company)
CerealisSame as core pledgeNot SpecifiedTV, radio, print, primary schools and advertising in the zones around schools
Coca-ColaNot specifiedNo Exempt FoodsOnly specified as "advertising" including all advertising on TV in the morning hours
Dannon (Danone in Europe and Canada)35% or more of audience under 12Same as EU Pledge
Ferraz & FerreiraNo specific commitment publishedNot Specified
Ferrero35% or more of audience under 12Same as EU Pledge
GelpeixeNo specific commitment publishedNot SpecifiedSame as core pledge
Hipermercados ContinenteSame as core pledgeExempt FoodsTV, Internet, print, primary schools (except where specifically requested by, or agreed with, the school administration for educational purposes)
IgloSame as core pledgeNo Exempt FoodsAll advertising
Kellogg'sNo specific commitment publishedNot Specified
Kraft Foods/Mondelez InternationalNo specific commitment published
MarsNo specific commitment publishedNot Specified
McDonald'sNo specific commitment published
Mineraqua PortugalNo specific commitment publishedNot Specified
NestléNo specific commitment publishedNot Specified
Nobre AlimentacaoMajority of childrenNo Exempt FoodsCore pledge, plus social media
Orangina GroupSame as core pledgeNo Exempt FoodsCore pledge, plus cinema and vending machines in primary schools as well as other forms of advertising
Panpor/NeoPanporNo specific commitment publishedNot Specified
ParmalatSame as core pledgeExempt FoodsTV, print, Internet, and all forms of marketing techniques, not just advertising, including product placement
Pato RealNo specific commitment publishedNot Specified
PepsiCoNot specifiedExempt FoodsNot specified
PescanovaNo specific commitment publishedNot Specified
Queijo SaloioSame as core pledgeNo Exempt FoodsCore pledge, plus cinema
SovenaSame as core pledgeNo Exempt FoodsSame as core pledge, with stated exception of initiatives or events targeting families where these are not intended exclusively for children.
Sumol + CompalSame as core pledgeExempt FoodsSame as core pledge
UnicerSame as core pledgeExempt FoodsTV, Internet, print
Unilever35% or more of audience under 12Same as EU Pledge