Royal FrieslandCampina joined EU pledge to limit advertising to unhealthy products for kids, MandM Global writes.
FrieslandCampina joins 19 other major companies that together represent 80% of food and beverage advertising spend in the EU. Through the scheme, the companies have committed to change what they advertise to children across Europe.
Other global food companies already signed up to the EU Pledge include Coca-Cola, Danone, Mars, Kellogg’s, Nestlé, PepsiCo, Unilever, McDonald’s, Ferrero and Kraft Foods.
The EU Pledge is a voluntary initiative by the World Federation of Advertisers (WFA). Audits from 2011 revealed that the EU Pledge has already cut children’s exposure to unhealthy products by 85% in children’s TV programmes and by 48% in all programmes since 2005.
In Romania, FrieslandCampina is present with brands such as Milli, Oké and Napolact, and also the dairy snack Dots or Completa coffee creamer. The company has 1 production facility in Romania and operates 17 offices across the country.