Ice-cream manufactures commit to responsible marketing and advertising

Published: 15/01/2017

Ice cream is commonly consumed only as an occasional treat and therefore does not usually rank highly in the contributors to overall intake of energy, sugars and saturated fats.

However, Euroglaces encourages its members to engage in responsible advertising and marketing practices including to children.

For this reason, Euroglaces has recommended since 2015 that its members sign up to the EU Pledge or to national initiatives having similar objectives, including a commitment not to engage in food or beverage product marketing communications to children in primary schools, except where specifically requested by, or agreed with, the school administration for educational purposes.

The majority of branded ice cream companies such as General Mills, Mars, Nestlé, Unilever signed up to the EU Pledge and committed not to advertise or market to children <12 years, except for products which meet the defined nutritional criteria for ice cream which are an energy content <110 kcal/portion, saturated fat <5g/100g or 100ml, added sugar <20g/100g or 100ml.

In addition, in some countries such as Belgium, France and Italy, the national ice cream industry associations committed to national Pledges or initiatives having similar objectives as the EU Pledge, and most of the members have signed up.

To find out more about what members are doing, see here.

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