How we talk about our products is just as important as the changes we make to them. We know people need simple and straightforward information to make mindful decisions that are best for themselves and their families. Our marketing and communication policies are designed to help people have clear information about our snacks and to make the right choices.
To make informed decisions, people need the right information delivered clearly and simply. With the exception of single-ingredient products like coffee, we provide nutrition labeling on all products in all markets worldwide. Our approach is in line with international standards, including Codex Alimentarius:
We're also dedicated to front-of-pack labeling that delivers meaningful information at a glance and fits local needs.
By the end of 2016, our goal is to have calorie front of pack globally on all relevant products.
In 2005, we were the first company to announce global policies for advertising to children. In 2014, we took addition steps to strengthen our Marketing to Children Policy.
As of January 1, 2016, we will not advertise our products in any media primarily directed to children under age 12, irrespective of the product's nutritional profile. Our marketing to children policy is global and applies to every market where we do business.
Our policy covers any advertising where 35% or more of the total viewing audience is under the age of 12; and applies to all advertising in TV, print, radio, internet (both our own websites and third-party websites), digital, advergaming, mobile, DVD/video and cinema.
Specifically, we focus all advertising efforts towards the parents and adults, giving them information and choices to help make mindful snacking decisions for themselves and their families.
We also prohibit all in-school marketing of our products in primary and secondary schools (prior to university level). We do not permit any branded communication in schools, including branded educational materials or equipment – irrespective if industry voluntary pledges we are a member of allow it.
In addition to our internal marketing to children policy, we have food marketing standards in place that provide further guidance. These standards ensure consistent, responsible depiction of food and lifestyle choices by: showing proper serving and portion sizes, as well as consumption, in photography and imagery; displaying nutrition information and serving sizes in recipes; portraying active and safe lifestyle choices; clearly representing eating occasions; and portraying safe food handling and kitchen practices. Our standards are in line with the International Chamber of Commerce (ICC) Code of Advertising and Marketing Communication Practice and the ICC Framework for Responsible Food and Beverage Communications.
We believe that in addition to our own global marketing to children policy, supporting pledges at both global and national level encourages local companies to follow our lead and improve the types of products advertised to children. However, the requirements outlined in our internal marketing to children policy are followed in addition to voluntary industry marketing pledges.
Mondelēz International is a founding member of the International Food & Beverage Alliance; and along with other members, made a global commitment to the World Health Organization to either not advertise products to children under age 12 or only advertise products that meet specific nutrition criteria to children under age 12 and to monitor those efforts. As part of its process, IFBA engages Accenture, third party media auditor, to monitor and report publicly on progress each year. Accenture employs a measure of compliance intended to help member companies identify genuine breaches and instances where spots for restricted products were placed in or around daytime programs reaching 35 percent or more children under age 12.
Based on Accenture’s measurement, for 2015, 98 percent of our television advertising was compliant and we were 100 percent compliant for print and online. Accenture’s 2015 report was based on a review covering six countries: Brazil, China(Shanghai), Colombia, Indonesia, Malaysia, Russia, Saudi Arabia, South Africa, Thailand and the United Arab Emirates. Accenture also reviewed print publications and websites across five countries: Brazil, China (Shanghai region), Russia, Singapore and South Africa. We review results with our marketing and media buying teams, as well as media buying agencies where there were incidences of non-compliance and put corrective steps where needed to avoid future concerns.
In addition to IFBA pledge, we participate in marketing to children pledge programs covering over 40 countries, including: Australia, Belgium, Brazil, Canada, India, Malaysia, Mexico, Peru, Philippines, Portugal, Russia, Singapore, South Africa, Switzerland, Thailand, Turkey, UAE, the U.S. and the EU.