Rudd Center for Food Policy and Obesity
.

Brazil Public Commitment on Food and Beverage Advertising to Children (Brazil Pledge)

Description and Objective:In August 2009, the Food and Drink Association of Brazil (ABIA) and the Association of Brazilian Advertisers (ABA) published a "public commitment on food and beverage advertising to children." The pledge follows the norms set out by the EU Pledge. Each participant is required to make an individual commitment to the pledge, which can include more restrictive criteria than the core principles in the pledge, but not all the signatories appear to have published specific commitments to this pledge.
Number of Pledge Signatories:24, three of which now form one company
Date Implemented:December 2009/January 2010
Definition of Children:Under 12 years
Definition of Exempt Foods:Set by each company provided that the foods meet a nutritional profile which meet specific criteria based on scientific evidence
Definition of Child-Targeted Media:Audiences of 50% or more of children under 12
Communication Channels Covered:TV, radio, print, 3rd-party Internet, schools (children under 12)
Marketing Techniques Covered:Advertising in covered communications channels
Website:https://www.ifballiance.org/sites/default/files/Combined%20P
ledge.pdf

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
AmBevSame as core pledgeNot Specified
Batavo (BRF Brasil Foods)Same as core pledgeExempt FoodsSame as core pledge
Bob'sSame as core pledgeNot SpecifiedSame as core pledge
Burger KingSame as core pledgeExempt Foods - CFBAI CriteriaTelevision and schools (Burger King is a joint venture with KFC and Pizza Hut in Brazil)
Cadbury (now part of Kraft)
Coca-ColaSame as core pledgeNot SpecifiedSame as core pledge
Dannon (Danone in Europe and Canada)Same as core pledgeExempt FoodsSame as core pledge, and TV and radio advertising will not use children's characters
Elegê (BRF Brasil Foods)Same as core pledgeExempt FoodsSame as core pledge
FerreroSame as core pledgeNot SpecifiedSame as core pledge
GarotoNo specific commitment publishedNot Specified
General MillsNo specific commitment publishedNot Specified
Grupo BimboNot specifiedNot Specified
Grupo SchincariolSame as core pledgeExempt FoodsSame as core pledge. Advertising will actively promote healthy habits.
Kellogg'sSame as core pledge, but for TV advertising, shows with 35-49% of audience under 12 may be included if specifically targeted to children; and child-targeted print defined as "specifically designed for children"Exempt FoodsCore pledge, plus includes restrictions on product placement advertising using licensed characters and celebrity spokespeople, viral marketing, cell phones, company-owned websites, product-branded toys, product sponsorship of kids-clubs
Kraft Foods/Mondelez InternationalFor TV, more than 35% of audience under 12, or any program that falls within time periods traditionally regarded as “kids' viewing time" (as designated by media providers); for Internet, more than 35%; print, directed primarily to childrenCore pledge, plus restricts advertising using licensed characters
MarsMore than 25% of audience under 12No Exempt FoodsCore pledge, plus additional restrictions In sponsorship of media programming and films, company-owned websites and other forms of Internet-marketing, product placement and advertising using licensed characters and celebrities, and not children consuming snack products to be depicted
McDonald'sSame as core pledgeExempt FoodsSame as core pledge
NestléSame as core pledgeExempt FoodsSame as core pledge
ParmalatMore than 25% of audience under 12Exempt FoodsCore pledge, plus additional restrictions on the use of licensed characters, games and tools interactive in company-owned Internet; and on contests and promotions
PepsiCoSame as core pledgeNot SpecifiedSame as core pledge, and also say that advertising will actively promote healthy habits
Perdigão (BRF Brasil Foods)Same as core pledgeExempt FoodsSame as core pledge
SadiaSame as core pledgeNot SpecifiedCovers all "communications" except on labels and point of sale materials
UnileverPrimarily directed to childrenNot SpecifiedAll marketing communications, other than packaging, labeling & point of sale materials affixed to and/or holding product & those containing basic product descriptions