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Dozen food brands make pledge on responsible ads for kids

A dozen Philippine food brands have inked the second edition of the Philippine Pledge on Responsible Advertising to Children (RAC) to promote healthy lifestyles to kids.

The pledge requires signatories to ensure that products advertised directly to children below 12 years of age must meet specific nutritional criteria. In addition, member brands are barred to advertise in primary schools without the express consent of the school and should be for educational purposes.

Started in 2010, the 2014 version was completed in April and will kick off the pilot monitoring service this month, with initial findings to be released later in the year. Companies in the initiative have a minimum voluntary commitment but can go further if they so wish.

Companies who signed the pledge this year are Alaska Milk Corporation; Coca-Cola Far East Ltd.; Magnolia, Inc.; Mars Philippines, Inc.; McDonalds Philippines; Mondelez Philippines, Inc.; Nestlé Philippines; Pepsico, Inc.; San Miguel Purefoods Company, Inc.; San Miguel Foods, Inc.; Unilever Philippines, Inc.; and Wrigley Philippines, Inc.

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