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 |
| Website: | http://foodindustry.asia/industry-pledge-in-singapore |
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-Cola | Same as core pledge | No Exempt Foods | Core pledge, plus mobile phones |
| Ferrero | Same as core pledge | Exempt Foods | Same as core pledge |
| General Mills | Targeted to children (specified as "majority" for some forms of Internet-based marketing; age 13 for marketing on cellphones) | Exempt Foods | Core 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's | Not specified | Exempt Foods | Not specified |
| Kraft Foods/Mondelez International | Not specified | Exempt Foods | Not specified |
| Mars | For TV, audiences of 25% or more of children under 12; for film, a regional rating system; other media and techniques, primarily intended for children | Exempt Foods | Core 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. |
| McCain | Media directed to children under age 12 | Core pledge, plus advergaming and any other advertising or promotional initiative | |
| McDonald's | Same as core pledge | Exempt Foods | Same as core pledge |
| Nestlé | Same as core pledge | Exempt Foods | Core pledge, plus "whole digisphere" |
| PepsiCo | Audiences of 35% or more of children under 12 | Exempt Foods | Core pledge plus, plus company-owned Internet |
| Royal Frieslandcampina | Audiences of 30% or more of children under 12 at time of media planning | Exempt Foods | Core pledge, plus no licensed characters in advertisements, promotion or on packages of foods defined as unhealthy |
| Suntory | Not specified | Not Specified | Not specified |
| Unilever | Audiences of 35% or more of children under 12 | Exempt Foods | Core 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.) |
