MANILA – Leading Philippine food companies have reinforced their commitment to responsible marketing of foods and beverages with the signing of the second edition of the Philippine Pledge on Responsible Advertising to Children (RAC), in support of parents’ efforts to promote healthy lifestyles for kids. Signatories to the 2014 Philippine Pledge include Alaska Milk Corporation; Coca-Cola Far East Ltd.; Magnolia, Inc.; Mars Philippines, Inc.; McDonald’s Philippines; Mondelez Philippines, Inc.; Nestlé Philippines; Pepsico, Inc.; San Miguel Purefoods Company, Inc.; San Miguel Foods, Inc.; Unilever Philippines, Inc.; and Wrigley Philippines, Inc.
The 2014 Philippine pledge stipulates that products advertised directly to children below 12 years of age must meet specific nutritional criteria based on scientific evidence and dietary guidelines. It also states that advertising in primary schools will not be undertaken without the express consent of the school. Where advertising in schools is used, it should be for educational purposes.
The pledge, which is in line with international efforts such as the pledges in other countries, recognizes the special nature and needs of children that require particular care and diligence on the part of advertisers. Participating companies sign up to this initiative as a minimum voluntary commitment, but can go further if they so wish.
The initiative is the latest in a string of commitments made by the Philippine advertising industry to support the active and healthy lifestyle program of the Department of Health.
The first Philippine Pledge was signed in 2010. Agreement on the 2014 Initiative among signatory companies was completed in April. The Pilot Monitoring Service also starts in June, 2014 with initial findings to be released later in the year.
