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Belgian food industry expands commitments on advertising to children

Published: 11/11/2020

The Belgian Pledge (FR/NL) is a food sector initiative whereby 52 food companies, traders, restaurant chains and caterers are voluntarily limiting their marketing to children under 12 and to respecting strict rules when they do advertise to this group.

The Belgian food and drink federation (Fevia), Comeos and UBA are now launching the Belgian Pledge 3.0: a new commitment that sets the bar even higher, with stricter nutritional criteria to be able to advertise to children, an extension to online influencers, and the testing of a complaints system.

With this renewed Belgian Pledge, the food sector is taking a step forward on its own initiative and showing itself as a responsible partner in moving towards healthier food choices.

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