School children drinking, Aquapod, an innovative form of packaging that appeals to children, encouraging them to choose water in preference to sweetened soft drinks.
They are aimed at encouraging moderation, healthy dietary habits and physical activity without undermining the authority of parents or creating unrealistic expectations of popularity or success. They also ensure that we do not create difficulty in distinguishing real from imaginary or create a sense of urgency.
The Consumer Communications Principles are required reference points for all marketing staff and advertising agencies globally, and must be used when developing our consumer communication. All marketing campaigns are reviewed and are checked through an internal monitoring process in each market to ensure compliance with the Principles.
Additionally, Nestlé participates in industry initiatives aimed at furthering responsible advertising. This includes a Europe-wide initiative, started in 2005, which assesses companies’ compliance with industry-wide Codes of Conduct for Food and Beverages Marketing Communications. This has provided a useful tool for Nestlé to receive feedback on its advertising and maintain high standards of compliance.
In light of the rising concerns about child obesity, Nestlé strengthened its Principles in July 2007 by adding two important provisions:
- no advertising or marketing activity is to be directed at children under 6 years
- advertising for children from 6 to 12 years must be restricted to products with a nutritional profile that helps children achieve a healthy balanced diet, including clear limits for such ingredients as sugar, salt and fat.
These will be fully implemented in all countries by the end of 2008 and subject to monitoring. In December 2007, Nestlé joined voluntary responsible advertising initiatives by the food and beverage industry in Europe and Canada to children below 12 years of age.
The aim is to support and promote good nutrition and a healthy lifestyle. The industry pledge, to be fully implemented by the end of 2008, will be subject to independent compliance monitoring. The pledge will cover TV, print and internet advertising. The voluntary measures, made by the participating food and beverage companies, will be reported to the European Commission’s Platform for Action on Diet, Physical Activity and Health are in support of parental efforts to promote healthy lifestyles.