Portugal reports results of food marketing 'pledge'


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The Portuguese Advertiser Association (APAN) recently announced the results of the Portuguese Food Industry Commitment, a voluntary initiative signed by 26 companies, representing 60% of advertising investments in food and drinks marketing.

The initiative, launched in October 2009, aims to change advertising to children under the age of 12 on television, in the press and on the Internet, and was supported by APAN and the Portuguese Food Industry Federation. Signatories included Coca-Cola, Danone, Ferrero, Kellogg's, Kraft Foods, Mars, Nestlé and PepsiCo.

The results demonstrated extremely high compliance rates: 99.2% for TV, and 100% for press and online. Most importantly, the monitoring showed how, since 2005, children's exposure to TV advertising for products of signatory companies which do not comply with the nutritional criteria of the companies decreased by 85% in programmes with audiences mostly aged under 12 and decreased by 18% in all programmes (irrespective of the product's nutritional criteria).

For more information, please see the report on the Portuguese Pledge or contact Manuela Botelho.

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