Rudd Center for Food Policy and Obesity
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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-ColaNo specific commitment publishedNot Specified
Dannon (Danone in Europe and Canada)No specific commitment publishedNo Exempt Foods
Entyce/SnackworksNo specific commitment publishedNot Specified
EpicNo specific commitment publishedNot Specified
Famous BrandsNo specific commitment publishedNot Specified
FerreroNo specific commitment publishedNo Exempt Foods
FoodcorpNo specific commitment publishedNot Specified
General MillsNo specific commitment publishedNot Specified
Kellogg'sNo specific commitment publishedNot Specified
KFCNo specific commitment publishedNot SpecifiedKFC is a joint venture with Yum! Brands in South Africa
Kraft Foods/Mondelez InternationalNo specific commitment published
MarsNo specific commitment publishedNot Specified
McDonald'sNo specific commitment publishedNot Specified
Nando'sNo specific commitment publishedNot Specified
NestléNo specific commitment publishedNot Specified
Oceana BrandsNo specific commitment publishedNot Specified
ParmalatNo specific commitment published
PepsiCoNo specific commitment publishedNot Specified
Pioneer FoodsNo specific commitment publishedNot Specified
Rainbow ChickenNo specific commitment publishedNot Specified
Royal FrieslandcampinaNo specific commitment published
ShopriteNo specific commitment publishedNot Specified
Tiger BrandsNo specific commitment publishedNot Specified
UnileverNo specific commitment publishedNot Specified
Yum! BrandsNo specific commitment publishedExempt FoodsYum! Brands is a joint venture with KFC in South Africa