Adverstising to kids - The Belgian Pledge

Published: 03/02/2015

The Belgian Pledge on marketing to children is similar to the EU-wide Pledge to which the EU food and drink industry subscribes. The Belgian Pledge follows the same nutrient criteria for responsible food advertisement to children (up until 12 years), but is particularly intended for Belgian companies that are not necessarily active on a European scale. To date, 39 Belgian food and drink companies have joined the Belgian Pledge. These companies represent 64% of the food and beverage advertising spend in Belgium.

At the end of 2013, the Belgian Pledge was independently monitored and the results were very positive: 96.5% compliance for elementary schools, 99.5% for television and 100% for internet. FEVIA is actively encouraging companies to become signatories to the Pledge.

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