Our marketing to children policy is global and applies to every market where we do business. In general, we:
Below are the main elements of our policy that guide our efforts:
In addition to our marketing to children policy, our Food Marketing Standards provide further guidance. These standards are consistent with and support the International Chamber of Commerce (ICC) Code of Advertising and Marketing Communication Practice and the ICC Framework for Responsible Food and Beverage Communications. These standards ensure consistent, responsible depiction of food and lifestyle choices by:
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 recent monitoring, 98 percent of our television advertising was compliant and we were 100 percent compliant for print and online. Accenture’s 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.
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.
One of the industry advertising commitments we have signed up to is the European Union Pledge, a voluntary initiative by leading food and beverage companies to change food and beverage advertising to children under the age of twelve in the European Union. In 2018, the EU Pledge was further enhanced to increase transparency and accountability by launching a mechanism through which members of the public and organisations can question the compliance of marketing communications with the commitment. More information can be found here. If you wish to file a complaint, click here.