Marketing

Marketing

D Responsible marketing policies, compliance and spending

This Category captures the extent to which companies support consumers in making healty choices by adopting responsible marketing practices and prioritizing the marketing of healthier products. The Category consists of two parallel groups of three Criteria:

ALL CONSUMERS:

D1 Responsible marketing policy

D2 Auditing and compliance with policy

D3 Advertising focus

CHILDREN:

D4 Responsible marketing policy

D5 Auditing and compliance with policy

D6 Advertising focus

These two groups of Criteria are treated separately in the following discussion.

To perform well in this Category, companies should:

  • Establish and implement a policy on marketing to all consumers that is comprehensive in its scope of guidance and applies to all media channels and markets in which they operate
  • Establish and implement a policy on marketing to children that is comprehensive in its scope of guidance and applied to all media channels and markets in which they operate
  • Demonstrate concrete actions that prioritize marketing investments in their healthier products and make consumers aware of the benefits of consuming products high in micronutrients that are otherwise deficient in the diet
  • Commission independent audits of compliance with their own policies and disclose these results, as well as disclose their individual results from audits conducted as part of any industry-led marketing pledges to which they adhere

Keys

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