Combating obesity through responsible marketing

We have signed up to the European Snacks Association’s (ESA) pledge.

ESA has decided to endorse the EU pledge commitments in order to help promote healthier snacking choices and balanced lifestyles amongst children.

Within this ESA pledge we commit ourselves to not directly advertise to children under 12 years of age on TV, print and internet, except for products which fulfil specific criteria:

• a) Either they meet all of the following criteria (based on a single serving):

  

• or

• b) the products have achieved at least a 25% reduction in one or more of the following nutrients

  • Calories
  • Total Fat
  • Saturated fat
  • Sodium
  • Added sugars.

For measurement purposes, the reductions will be compared against the product recipe in 2004. This was the year in which the WHO Global Strategy on Diet, Physical Activity and Health was launched calling for industry action in relation to product improvements.

Furthermore we will not engage in any commercial communications related to savoury snacks products in primary schools, except where specifically requested by or agreed with the school administration for educational purposes.