Apply responsible marketing practices to a broader scope of media channels
A limited number of companies (6 out of 22) apply their responsible marketing commitments for all consumers to a wide range of media. All companies should extend their marketing policies to include in their scope both a wide range of media and forms of marketing, and all markets in which they operate.
More disclosure and transparency
The level of transparency, especially in terms of auditing results, is very poor. Only six companies out of 22 disclose their marketing commitments in full, including the media to which their policies apply, and only three companies disclose partial information regarding their auditing practices. It is important for companies to be more transparent about their commitments, compliance procedures and levels of compliance in order to win public trust.
Expand the scope of compliance review of marketing practices targeted at all consumers
Two companies provided their commercial or advertisement approval process as evidence of an auditing process. While such approval processes are necessary, they are not sufficient. All companies should set up a post-hoc auditing process as an additional check on the effectiveness of that internal auditing process, to ensure that it delivers complete compliance with the stated policy.
Align interpretations of commitments covered by pledges
Greater specificity is needed regarding what is covered by a pledge to create clarity for consumers and other stakeholders. The analysis has shown that when adhering to international frameworks or pledges, companies are not necessary aligned on the interpretation of which media or commitments are covered by the pledges. This creates a discrepancy in the implementation of the frameworks by companies. Therefore, scores for some companies may be impacted by their interpretation of commitments. For example, scores on Criterion D3 may be lower or higher than for other companies depending on their interpretation and application.
Adopt or strengthen marketing policies
Companies with a policy that does not meet best practice should seek to strengthen the policy. Companies that have not yet adopted a global policy on responsible marketing to children should do so and publish it. Policies should cover a wide set of channels and set strict age and audience thresholds equally in all markets.
Underpin marketing practice with an appropriate NPS
Companies should use a robust NPS that meets the criteria set out in Criterion B2 Nutrient profiling to define which products can be marketed to children across all markets.
Publish individual audit results
To demonstrate their commitment to fully implement the policy and their willingness to be held accountable, companies should make their individual compliance rates for traditional and new media publicly available.
The Access to Nutrition Index rates food and beverage manufacturers´ nutrition-related policies, practices and disclosures worldwide on a recurring basis.
Access to Nutrition Foundation
Arthur van Schendelstraat 500
3511 MH Utrecht
+31 (0)30 410 09 16