Rudd Center for Food Policy and Obesity

Malaysia Responsible Advertising to Children Pledge (Malaysia Pledge)

Description and Objective:The Malaysia Responsible Advertising to Children Pledge" aims to “ensure that children below 12 years of age are not exposed to overwhelming food and beverage advertising during children’s programming." It is a programme led by the FMM Malaysian Food Manufacturing Group (FMM MAFMAG) and the Malaysian Advertisers Association (MAA).
Number of Pledge Signatories:9
Date Implemented:2013
Definition of Children:Under 12 years
Definition of Exempt Foods:Set by each company for different food categories provided that they meet specific nutritional criteria 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, radio, print, primary schools, unless specifically requested by, or agreed with the school administration for educational or informational purposes.
Marketing Techniques Covered:Advertising, celebrities or licensed cartoon characters known to children.
Healthy Messages Option/Requirement:None

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-ColaSpecific commitment due January 2014
F&N Beverages & MarketingNot SpecifiedSpecific commitment due January 2014
F&N DairiesNot SpecifiedSpecific commitment due January 2014
Guan Chong Cocoa ManufacturerNot SpecifiedSpecific commitment due January 2014
Kraft Foods/Mondelez InternationalSpecific commitment due January 2014
MarsSpecific commitment due January 2014
McDonald'sSpecific commitment due January 2014
NestléSpecific commitment due January 2014
PepsiCoSpecific commitment due January 2014
UnileverSpecific commitment due January 2014