Brands for Life » Brands and Health & Wellbeing

Brands and Health & Wellbeing

Brands and Health & Wellbeing

This website is a window to the efforts that brands are making to enhance health & well-being of society, as part of their role as corporate citizens.

In 2008, members of AIM and their national associations signed the AIM Charter on contribution of brands for health & well-being.


In this Charter companies commit to enhance healthy lifestyles in Europe through: 

  1. Integrating people’s health and well-being into their commercial activities
  2. Developing specific brand-related projects to enhance the health & well-being of consumers, employees and/or communities.

Since 2009, AIM has published a number of reports to highlight industry’s efforts.

charter report 2009-1      charter report 2010-1        aim health and well-being report 2011-1                            

AIM is a stakeholder of the global Consumer Goods Forum and its members support the 2011 CGF resolutions on Health & Wellness.

The CGF published its first survey on how Board member companies are implementing the global resolutions early 2014. The survey will be extended to the broader membership of the CGF and it is intended to also cover AIM Charter signatories in the future.

In June 2015, the CGF launched its new Health & Wellness Toolkit and digital platform – which is designed to help members implement the 2011 Health & Wellness Resolutions and Commitments. It will provide real-life examples of what members have achieved already and offer ideas for companies looking to take the next step. The new toolkit will serve as a living, evolving resource to provide concrete examples of how the industry – through the CGF members – is looking to drive positive change and empower consumers around the world to make informed diet and lifestyle choices. 

European children exposed to less and less food advertising

Brussels, March 18th 2014: According to newly released data, European children are exposed to significantly less food marketing than in 2005. Under the EU pledge ( 20 companies, representing over 80% food ad spend in the EU commit to change the products they advertise to children under the age of twelve. The commitment was made in the context of the European Commission’s Platform for Action on Diet, Physical Activity and Health.

Independent data from Accenture Media Management show how the world’s biggest food brands have significantly changed the products they advertise to children in the European Union since 2005 on TV. The results demonstrate how brands are either voluntarily pulling out of or only advertising products that meet strict nutrition criteria during children’s programming and that children are being exposed to considerably less advertising for all food products across all TV programming.

The latest data show how on average across all EU markets since 2005 that children are exposed to 31% less ads for EU pledge products on TV across all programming. They see 47% less ads for products that do not meet the nutrition criteria and 82% less for products not meeting the criteria in and around children’s programmes. Companies’ overall compliance rate with their commitments on TV was 98.1%.

The commitments also extend to schools, children’s print publications, online advertising and company-owned websites. For company-owned websites, the European Advertising Standards Alliance verified 343 websites across the EU to check whether companies were directly targeting children under 12 with products not meeting the nutrition criteria. They found 22 websites to be in breach, meaning a total compliance rate of 94%.

Last year, the companies announced the development of even stricter common nutrition criteria that would determine, where applicable, what products can be advertised to children under 12. This decision was publicly applauded by the European Commission. These criteria will come into force at the end of 2014. The group also announced that the fast food service restaurant, the Quick Group, joined the initiative, taking coverage of EU food marketing spend to over 80%. 

The EU Pledge was facilitated and endorsed by the World Federation of Advertisers and is a joint industry commitment to the EU Platform for Action on Diet, Physical Activity and Health set up by the European Commission in 2005.

See below an infographic which explains the commitments and the monitoring results.  

Source: World Federation of Advertisers

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