Responsible Marketing
We know that the appeal of our brands is driven by how we market them.
We take a responsible approach to marketing to ensure we are influencing appropriate audiences with the right kinds of messages, across our portfolio.
We haven't advertised our crisps, savoury snacks or carbonated soft drinks to children since 2004. In 2007 when OFCOM introduced broadcast restrictions on advertising to children we voluntarily extended the restriction across all paid-for media.
We were at the forefront of the industry in committing to put Guideline Daily Allowances (GDAs) on the front of our packs to help people make informed choices.
In 2008, we committed not to market our products, whatever their nutritional value, to the Under 8s. A commitment based on concerns around the commercialisation of childhood.
For those products in our portfolio which are designed specifically for children, such as Oats So Simple for Kids and Planet Lunch, we take steps to ensure that they meet strict nutritional criteria and that marketing is targeted primarily at parents, whilst using the product itself and its packaging to appeal to children to make sure they get eaten once in the home.
Our rules on responsible advertising are implemented across all third party media, including the internet and social media. We have always had strict guidelines against the use of children as Brand Ambassadors and have recently committed to an Advertising Association pledge preventing children aged 16 and under from being employed to act as brand ambassadors or in peer-to-peer marketing campaigns.
As media buying and social media opportunities develop and evolve, we continue to challenge ourselves to commit to advertising responsibly.
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