Rudd Center for Food Policy and Obesity

Peru Pledge (Peru Pledge)

Description and Objective:The Peruvian Advertising Commitment was signed on December 30, 2011, based on related international pledges and the International Chamber of Commerce. It is managed by the self-regulatory organization for advertising in Peru, the Consejo Nacional de Autoregulación Publicitaria del Perú (CONAR).
Number of Pledge Signatories:9
Date Implemented:2012-13
Definition of Children:Under 12 years
Definition of Exempt Foods:Set by each company for different food categories provided that they are “ based on accepted scientific evidence and/or in local and international dietary guidelines."
Definition of Child-Targeted Media:Audiences of 35% or more of children under 12
Communication Channels Covered:Television, press, third-party Internet, elementary schools (except where specifically requested by, or agreed with, the school administration for educational purposes)
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-ColaSame as core pledgeNo Exempt FoodsCore pledge, plus radio and sampling
Grupo BimboSame as core pledgeNot SpecifiedCore pledge, plus radio, premium promotions, use of children’s images in interactive games
Kellogg'sSame as core pledgeExempt FoodsCore pledge, plus restrictions on product placement, advertising using licensed characters and celebrity spokespeople, viral marketing, cell phones, company-owned web sites, product-branded toys and product sponsorship of kids clubs
Kraft Foods/Mondelez InternationalSame as core pledgeSame 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 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.
McDonald'sAudiences of 50% or more of children under 12Exempt FoodsCore pledge, plus radio and use of licensed characters
NestléSame as core pledgeExempt FoodsCore pledge, plus radio, cinema, outdoor advertising and all digtal media; packaging and point of sale are specifically listed as exceptions.
PepsiCoSame as core pledgeNo Exempt FoodsTV, radio, press and schools only (not Internet)
UnileverNot specifiedExempt FoodsCore pledge, plus packaging, labelling and point-of-sale materials; use of liscensed and non-liscensed charactres; product placement