Firms in ad pledge

Under the voluntary "Thai Pledge" programme, the six international food and beverage companies responded to a campaign to promote healthy lifestyles for Thai children. Aside from individual commitments to responsible food and beverage advertising, all agreed not to advertise their food and beverage products to children except those that meet specific nutritional criteria.

"The commitment covers various media including television, radio, print and third-party Internet sites," said Archawat Charoensilp, who represents the six major companies. It will start by the end of the year.

Archawat, senior corporate affairs manager at Coca-Cola (Thailand), said the firms would not engage in any product-related communications in primary schools, except where specifically requested by or agreed to with the school administration for educational or information purposes.

Thailand is the first country in Asia-Pacific where this form of self regulation has been launched, said Ubolwan Sattarujawong, external affairs manager, Mars Thailand. Similar commitments have been unveiled by the six companies in the EU, the US and Canada.