Rudd Center for Food Policy and Obesity

Singapore Pledge (Singapore Pledge)

Description and Objective:The Singapore Responsible Advertising to Children Pledge aims to help “support healthy lifestyles… and reassure consumers that advertisers are behaving responsibly, while providing a transparent process for the monitoring and review of advertising practice." Signed in October 2012, it is managed by the food industry trade association, Food Industry Asia.
Number of Pledge Signatories:13 (initially 14)
Date Implemented:January 1, 2013
Definition of Children:Under 12 years
Definition of Exempt Foods:Set by each company provided they are “based on accepted scientific evidence and/or applicable national and international dietary guidelines."
Definition of Child-Targeted Media:Audiences of 35% or more of children under 12
Communication Channels Covered:TV, print, third-party internet and company-owned websites, 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 mobile phones
FerreroSame as core pledgeExempt FoodsSame as core pledge
General MillsTargeted to children (specified as "majority" for some forms of Internet-based marketing; age 13 for marketing on cellphones)Exempt FoodsCore pledge, plus radio, cinema (for tie-ins), cell phones, schools, product placement, interactive games, advertising using licensed characters, web sites, blogs and games on the Internet, some forms of marketing on cell phones (for children aged under 13) and any technique that encourage the use of inappropriate social networking sites
Kellogg'sNot specifiedExempt FoodsNot specified
Kraft Foods/Mondelez InternationalNot specifiedExempt FoodsNot specified
MarsFor TV, audiences of 25% or more of children under 12; for film, a regional rating system; other media and techniques, primarily intended for childrenExempt FoodsCore pledge, plus sponsorship of media programming, films, and sports events in primary schools; company-owned websites and other forms of Internet-marketing, product placement (including cinema), advertising using licensed characters (except in venues controlled by parents and other gatekeepers) and celebrities (only for chocolate, gum and confectionary), some specific restrictions on promotions (e.g. incentives and/or give-aways linked to educational themes and events intended solely for children under 12). Children can be not depicted consuming chocolate products in advertising.
McCainMedia directed to children under age 12Core pledge, plus advergaming and any other advertising or promotional initiative
McDonald'sSame as core pledgeExempt FoodsSame as core pledge
NestléSame as core pledgeExempt FoodsCore pledge, plus "whole digisphere"
PepsiCoAudiences of 35% or more of children under 12Exempt FoodsCore pledge plus, plus company-owned Internet
Royal FrieslandcampinaAudiences of 30% or more of children under 12 at time of media planningExempt FoodsCore pledge, plus no licensed characters in advertisements, promotion or on packages of foods defined as unhealthy
SuntoryNot specifiedNot SpecifiedNot specified
UnileverAudiences of 35% or more of children under 12Exempt FoodsCore pledge, plus packaging and labelling; in-store activities including closed circuit television ads; consumer, trade/sales and professional promotions and public relations materials, direct marketing; and all other forms of communication (e.g. cartoon characters, product placements, advergaming, free gifts/toys, etc.)