FERRERO ADVERTISING AND MARKETING PRINCIPLES
ADVERTISING & MARKETING DIRECTED PRIMARILY TO CHILDREN
Ferrero has always believed in the crucial role played by parents in educating their children to a balanced diet and a healthy and active lifestyle. Therefore, advertising & marketing communications concerning our food products are directed primarily to the adults who make the household purchasing decisions and to young people 12 years and older, in terms of content as well as of media purchasing.
Although the existence of a direct link between advertising and children’s eating habits has not been proven, Ferrero believes that particular care should be exercised when commercial communications are directed primarily to children, especially when children are most likely exposed to such communications without parental supervision.
In line with the above considerations, Ferrero is committed to applying the “Global Policy on Marketing & Advertising to Children” defined by the International Food & Beverage Alliance (IFBA), of which we are a member.
In line with such IFBA Policy, Ferrero commits worldwide not to advertise its products to audiences with more than 50% (from 2012) or 35% (from 2013) of children under 12 years on Television, Print and Internet. Limited exceptions to such general rule can be made in certain countries or regions for products which fulfill specific criteria, based on accepted scientific evidence and/or applicable national and international dietary guidelines.
For this purpose, factors to be taken into account are:
a. Guidelines and recommendations issued by International Public Health Authorities (WHO, FAO etc.);
b. national dietary guidelines, where applicable;
c. role of the product in the overall diet, particularly in the “Between Meals Eating Episodes” (BMEE);
d. limited kcal intake and positive micronutrients contribution per individually wrapped portion, as consumed;
e. choice of the product in the context of a balanced diet and lifestyle, including a sufficient level of physical activity.
A balanced diet is at the core of a healthy lifestyle: this is why we continue to create high quality, unique and tasty food products, offered to consumers in correctly pre-packed portions. We believe that our individually wrapped portions, the presence of raw materials naturally rich in nutrients of high value, our simple recipes and the organoleptic performance of our products are key elements which allow them to be part of the mid-day and mid-afternoon eating episodes. In fact, chocolate-based products and snacks, when consumed in the right portions, can legitimately be part of a balanced diet and of a globally healthy and active lifestyle. A truly balanced diet is not the one which simply eliminates certain foods, but it is the one that also includes foods that consumers enjoy eating, in the correct portions, in order to facilitate the retention over time of globally correct and lasting eating habits.
The following Principles will help us to select the food products that are more suitable to be consumed in combination with other foods, in order to achieve balanced but tasty Between Meals Eating Episodes (BMEE):
a. products with a limited caloric intake, i.e. with less than 130 Kcal per individually wrapped portion;
b. products with a balanced nutrient composition, assessed on the basis of a specific “Ferrero BMEE Score” .
Products respecting the above principles could be suitable to be advertised also to audiences with more than 50% or 35% of children under 12.
Such principles will be implemented taking properly into account the different local dietary needs, including specific nutrient deficiencies, as well as applicable national dietary guidelines.
By 1st January 2012, Ferrero will apply the IFBA Global Policy on Marketing and Advertising to children with regard to media audiences with more than 50% children under 12 years.
From 1st January 2013, Ferrero will apply the IFBA Global Policy with regard to media audiences with more than 35% children under 12 years.
In line with the “IFBA Global Policy on Marketing & Advertising to Children”, Ferrero also commits worldwide not to carry out any communication related to its products in primary schools, except where specifically requested by or agreed with, the school administration for educational purposes.
Our Advertising & Marketing commitments are applied in addition to all statutory or self-regulatory requirements applicable in each market.
Ferrero actively participates in the external monitoring of its voluntary commitments in order to assess compliance levels with national, regional or global industry pledge commitments.
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