1 June 2018

EU Pledge: What’s

new?EU Platform for Diet, Physical

Activity and Health

Recap from last year

1. Adoption of implementation guidance note to reduce grey areas;

2. Presentation of digital breaches to EU Platform to improve

transparency;

3. Extension of digital monitoring to look at social media and apps;

4. Expansion of membership with Arla as new member;

5. Agreement to strengthen common nutrition criteria.

Available on EU Pledge website

Latest monitoring results

1. Accenture audit (All spots, 6

countries, 3 months)

2. Company-owned websites:

EASA audit (224 websites, 6

countries)

3. Company-owned social

media profiles: EASA audit

(107 YouTube, Facebook and

Instagram profiles, 6

countries)

Available on EU Pledge website

TV results

Non compliant spots are Spots for restricted products with children profile >35%

All spots by all EU Pledge member companies, aired in the 6 markets from 1 January to 31 March 2017

were analysed. Total = 690,943 spots

Social media profiles: results

Number of social media profiles primarily appealing to under-12s (N=107)

Breach 1 – Danone YouTube Bulgaria

Corrective action taken immediately

Breach 2 – Star Snacks Facebook Bulgaria

Corrective action taken immediately

Company-owned websites: results

Number of websites primarily appealing to under-12s (N=224)

Breach 3 – Kinder France

Corrective action taken immediately

Breach 4 – Principe Spain

Corrective action taken immediately

Accountability mechanism: background

How?

• Complements aggregate compliance data with additional external scrutiny/insight on company breaches

• Offers possibility to check and improve compliance in all covered media and all member states, going beyond the coverage of the annual monitoring

• Reflects best practice in advertising self-regulation at national level and inspired by successful experience in Norway

What? Six-month pilot to allow individuals

and organisations to question members’

marketing communications’ compliance

with EU Pledge commitment

Why? Further increase EU Pledge

accountability and transparency in line with

DG SANTE’s request

Timeline

Assessment after 6 months

Presentation to EU Platform

Launch of six-month pilot

WFA/EU Pledge Secretariat

meeting with EHN and EPHA

WFA/EU Pledge Secretariat

Meeting with BEUC

Meeting with DG SANTE

after EU Platform meeting

Announcement

9 March 2017 2 May 20189 April 20186 April 2018 1 June 2018 November 201830 Nov 2017

Development phase Implementation Review

In practice

Secretariat filters complaints received on

EU Pledge website and sends relevant

ones to a Panel of external experts from

advertising self-regulatory organisations.

Adjudication part administered by EASA.

Cost? Free of charge for complainants.

Members found in breach to

retrospectively pay the adjudication fee for

handling the complaint and appeal

procedures, if it requested one.http://www.eu-pledge.eu/content/complaints-form

Key provisions

• Complaints on an identical issue will be considered as a single complaint;

• Anonymity of the complainant guaranteed;

• Response to complainant within a set timeframe (max 10 working days after filling complaints, adjudication within 30 working days);

• 9 experts from national advertising self-regulatory organisationsassess the cases and render decisions;

• Possibility for both sides to appeal under strict conditions;

• Sanctions for failure to comply (enhanced naming and shaming to temporary exclusion from the EU Pledge);

• Decisions and corrective actions published on EU Pledge website;

• Annual report with stats about complaints received and dealt with.

• Implementation of

reinforced nutrition criteria

by end 2018;

• Ongoing discussion with

Facebook and Google to

further reduce children’s

exposure to non-compliant

food ads.

What’s next?

• 2018 monitoring to look at

TV, brand websites and

social media (Facebook,

YouTube, Instagram and

Snapchat);

• Assessment of

accountability mechanism

after six-month pilot;