Advertising savoury snacks products responsibly

Published: 03/05/2021

Members of the European Snacks Association (ESA) take their responsibility as advertisers seriously and support responsible marketing communications.

Savoury snack manufacturers believe in the value of commercial communication and advertise their products for competitive reasons: to promote new product developments or features including healthier options, abiding by European and national advertising regulation and codes.

ESA is endorsing the EU Pledge commitments to change food and beverage advertising to children in the European Union. By changing savoury snack food advertising to children, ESA members aim at supporting parental efforts to promote healthier snacking choices and balanced lifestyles among children. All ESA board member companies – which cover the bulk of advertising expenditure in the European savoury snacks market – have joined the initiative either as direct members or under the ESA umbrella.

In line with the EU Pledge commitments, ESA recommends that member companies:

– Do not advertise their products to children under 12 years of age on TV, print and internet (includes company-owned websites, social media profiles and influencer profiles) at all, or only products which fulfil the EU Pledge common nutrition criteria

– Do not engage in any commercial communications related to savoury snack products in primary schools, except where specifically requested by or agreed with the school administration for educational purposes

Compliance to the commitments are monitored every year by independent third-party organisations. ESA Pledge members have demonstrated very high compliance rates over the years, which is once again confirmed by  the latest monitoring report: 100% compliance rate on both TV and digital monitoring (company-owned websites, social media profiles, influencer profiles).

Consult the European Snacks Association website to find out more!

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