Food marketers pledge no more kids ads in the European Union; Pepsi, Coke, and others say no more junk-food ads for the under-12 set.(News)(Brief article)

Advertising Age, December, 2007 by Hall, Emma

Byline: EMMA HALL

[london] Coca-Cola, PepsiCo, Nestle, Mars and Burger King are among a group of 11 food and beverage companies that signed a European Union pledge last week to stop marketing unhealthful food to children under 12 in an effort to reduce child obesity.

By the end of 2008, the group has promised to stop running junk-food ads aimed at under-12s on TV, in print and on the internet. Altogether, the 11 companies, which also include Kraft Foods, Unilever, Danone, General Mills, Kellogg and Ferrero, represent more than 50% of food and beverage marketing budgets aimed at kids across Europe.

The EU Pledge, as it is known, follows a similar U.S. agreement reached in July by many of the same marketers (AA, July 18, 2007). Both groups have...

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