We know that consumers are exposed to a large amount of advertising every day and as a popular dairy producer our products are often central to the lives and tables of our consumers. It is therefore our commitment and responsibility to ensure that all of our products and brands are responsibly marketed; ensuring that our consumers are informed to make the decisions and enjoy our products as part of a balanced and sustainable diet.
On top of this we have chosen to make special provision for children under 18 years of age; committing that we will not market any of our products that do not meet Health Star Rating ≥3.5, which is defined as healthy to children under 18 years of age.
As Arla Foods is a member of many industry bodies in different markets; this includes the EU Pledge, we have an additional tier for 12 years old now extended to under 13 years in alignment with the EU Pledge enhance commitment 2021.
The EU Pledge is a voluntary initiative by leading food and beverage companies to change the way they advertise to children. This is a response from industry leaders to calls made by the EU institutions for the food industry to use commercial communications to support parents in making the right diet and lifestyle choices for their children.
