EU Pledge, what is it?
- The EU Pledge was launched in December 2007, as commitment of the World Federation of Advertisers (WFA) to the EU Platform for Action on Diet, Physical Activity and Health, to change the way food and beverage companies advertise to children across Europe.
- The founding members of the EU Pledge were: Burger King, Coca-Cola, Danone, Ferrero, General Mills, Kellogg, Mars, Mondelez, Nestlé, PepsiCo and Unilever. The membership has since been expanded, representing 23 leading food and beverage companies.
- In 2021, the WFA submitted a strengthened EU Pledge to the EU Code of Conduct for responsible business and marketing practices, to work towards the target of a food environment that makes it easier to choose healthy and sustainable diets.
- The EU Pledge has been recognised by the EU on several occasions.
