Rudd Center for Food Policy and Obesity

The Belgium Pledge (Belgium Pledge)

Description and Objective:The Belgian Pledge is a joint initiative of the Food Industry Federation (FEVIA), the Federation of Trade and Services (Comeos) and the Belgian Union of Advertisers (UBA). The objective is to “communicate the responsible approach that food companies take to advertising" and promote a “healthy balanced diet." The Belgium Pledge is a national pledge directly based on the EU Pledge. The criteria are the same as the EU Pledge, with no indivdual compnay committments.
Number of Pledge Signatories:35
Date Implemented:2012
Definition of Children:Under 12 years
Definition of Exempt Foods:Set according to the criteria of the EU pledge. This pledge can be found at
Definition of Child-Targeted Media:Audiences of 35% or more of children under 12
Communication Channels Covered:TV, radio, press, internet, primary schools, except for educational purposes and on request or with the consent of the school.
Marketing Techniques Covered:Advertising
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