South African Pledge on Marketing to Children (South Africa Pledge)
| Description and Objective: | Hosted by the Consumer Goods Council of South Africa, the South African Pledge on Marketing to Children is a voluntary commitment by the industry with the aim of undertaking "advertising and marketing initiatives that emphasize nutritional awareness and promote responsible marketing to children" and is part of the "South African Food and Beverage industry commitment to the WHO's Global Strategy on Diet, Physical Activity and Health." 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 these commitments have not been published. |
| Number of Pledge Signatories: | 24 |
| Date Implemented: | June 2009 |
| Definition of Children: | Under 12 years |
| Definition of Exempt Foods: | Set by each company provided that the only foods advertised represent "healthy dietary choices," based on established scientific standards that are verified by independent and credible experts which are acceptable to the Advertising Standards Authority of South Africa |
| Definition of Child-Targeted Media: | Audiences of 50% or more of children under 12 |
| Communication Channels Covered: | TV, primary schools (in and in close proximity to) |
| Marketing Techniques Covered: | Advertising in covered communications channels, including that using celebrities and licensed characters |
| Website: | https://www.ifballiance.org/sites/default/files/South_africa n_marketing_to_children_pledge.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 |
| Cadbury (now part of Kraft) | No specific commitment published | ||
| Coca-Cola | No specific commitment published | Not Specified | |
| Dannon (Danone in Europe and Canada) | No specific commitment published | No Exempt Foods | |
| Entyce/Snackworks | No specific commitment published | Not Specified | |
| Epic | No specific commitment published | Not Specified | |
| Famous Brands | No specific commitment published | Not Specified | |
| Ferrero | No specific commitment published | No Exempt Foods | |
| Foodcorp | No specific commitment published | Not Specified | |
| General Mills | No specific commitment published | Not Specified | |
| Kellogg's | No specific commitment published | Not Specified | |
| KFC | No specific commitment published | Not Specified | KFC is a joint venture with Yum! Brands in South Africa |
| Kraft Foods/Mondelez International | No specific commitment published | ||
| Mars | No specific commitment published | Not Specified | |
| McDonald's | No specific commitment published | Not Specified | |
| Nando's | No specific commitment published | Not Specified | |
| Nestlé | No specific commitment published | Not Specified | |
| Oceana Brands | No specific commitment published | Not Specified | |
| Parmalat | No specific commitment published | ||
| PepsiCo | No specific commitment published | Not Specified | |
| Pioneer Foods | No specific commitment published | Not Specified | |
| Rainbow Chicken | No specific commitment published | Not Specified | |
| Royal Frieslandcampina | No specific commitment published | ||
| Shoprite | No specific commitment published | Not Specified | |
| Tiger Brands | No specific commitment published | Not Specified | |
| Unilever | No specific commitment published | Not Specified | |
| Yum! Brands | No specific commitment published | Exempt Foods | Yum! Brands is a joint venture with KFC in South Africa |
