EU Pledge launches accountability mechanism

EU Pledge signatories have launched an accountability mechanism which allows members of the public to question the compliance of their marketing communications with the EU Pledge commitment. The scheme will be tested for a period of six months after which it will be reviewed.

Relevant complaints will be assessed by a pool of experts coming from the advertising standards organisation of Bulgaria (NCSR), France (ARPP), Germany (DWR), Hungary (ÖRT), Ireland (ASAI), Spain (AUTOCONTROL), Sweden (RO.), the Netherlands (SRC) and the UK (ASA/CAP) but appointed in their own name. The adjudication part of the system is administered by the European Advertising Standards Alliance which is also in charge of the annual monitoring of signatories’ digital marketing communications.

Inspired by advertising self-regulation best practice at national level, complaints will be investigated and adjudicated upon within two months of receipt, as a general rule.

All decisions and corrective actions will be publicly communicated on the EU Pledge website, as a means to increase transparency and accountability. If a signatory refuses to cooperate, sanctions such as ‘enhanced naming and shaming’ will be considered.

EU pledge signatories include WFA corporate members' Arla Foods, Bel Group, Coca-Cola, Danone, Ferrero, Friesland Campina, General Mills, Kellogg's, Mars, McDonald's, Mondelēz, Nestlé, Pepsico, and Unilever.