Pledge India
The India Pledge is a commitment to change food and beverage advertising to
children under the age of 12 years in India.
see who took the pledge!

THE 'INDIA POLICY ON MARKETING COMMUNICATIONS TO CHILDREN'

The India Policy on marketing communications to children is an enhanced commitment to change food and beverage product marketing communications to children under the age of 12 years in India. Member companies, as part of their global commitments, are already in the process of adopting voluntary specific policies that go beyond the FBAI policy. These voluntary measures, which are once again enunciated below, are in support of parental efforts to promote active and safe lifestyles.

FBAI member commit either to:

  • Only advertise products to children under the age of 12 years that meet FBAI Common Nutrition Criteria (CNC); or
  • Not to advertise their products at all to children under the age of 12 years.

The current participating companies are:

Current Partners

The policy will become applicable on or before 31 December 2016, whereas FBAI Common Nutrition Criteria will become effective from 31 December 2017. Additionally, member companies agree to demonstrate that their specific commitments comply with the following minimum criteria:

1. No advertising of products to children under 12 years

Except for products which fulfill the FBAI Common Nutrition Criteria (CNC) based on accepted scientific evidence and/or applicable national and international dietary guidelines.

For the purpose of this initiative, "advertising to children under 12 years" means advertising to media audiences with a minimum of 35% of children under 12 years.

2. What is the FBAI common nutrition criteria?

The FBAI CNC is designed for determining which products can be marketed to children under the age of 12 years specifically for the product categories covered. The FBAI CNC is based on a set of actions recognized by the World Health Organization, governments and civil society as crucial to helping improve global health — product innovation, improved access to nutrition information and responsible marketing practices.

The FBAI CNC follows the work undertaken by the EU pledge, Singapore pledge, the USA pledge and the International Choices Programme. In addition, the category specific threshold values were determined based on current Indian recommendations for nutrient intake, as defined by National Institute of Nutrition (NIN), of the Indian Council of Medical Research (ICMR).

3. No product marketing communication related to children under the age of 12 in all covered media

The policy covers food and beverage product marketing communications that are primarily directed to children under 12 years in all covered media (TV, radio, print, cinema, online, including company-owned websites, etc.), where 35% or more of the audience is under 12 years of age. Where adequate data is unavailable, the FBAI signatories will consider other appropriate factors which restrict child's access. In addition, FBAI members also agree not to engage in food or beverage product marketing communications to children in primary schools.

4. Monitoring of the 'India Policy on Marketing Communications to Children'

FBAI will periodically publish reports to demonstrate compliance with this policy in a transparent, accountable and participative way.

New Delhi, July 2016

Sincerely,



Signing authorities

Coca-Cola India Inc.

Venkatesh Kini

President India & South West Asia, Coca-Cola India Pvt. Limited
General Mills India Private Limited

Mainak Dhar

Managing Director,
General Mills India
Kellogg India Private Limited

Sangeeta Pendurkar

Managing Director,
Kellogg India Private Ltd.
 
Ferrero India India Private Limited

Roberto Grasso

Chairman & Managing Director,
Ferrero India Private Limited
Nestle India Limited

Suresh Narayanan

Chairman & Managing Director,
Nestle India Limited
 
Mars International India Private Limited

Andrew Leakey

General Manager, MARS CHOCOLATE India & Indian Sub-Continent,
Mars International India Private Limited
Pepsico India Holdings Private Limited

D Shivakumar

Chairman and CEO,
PepsiCo India Holdings Pvt. Ltd.
Hindustan Unilever Limited

Sanjiv Mehta

CEO and Managing Director,
Hindustan Unilever Limited
 
Mondelez India Foods Private Limited

Chandramouli Venkatesan

Managing Director,
Mondelez India Foods Private Limited
 


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