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Responsible Marketing
Responsible Marketing

Responsible Marketing

We want to ensure that our marketing communications help consumers make appropriate choices about the food products they buy and consume.

Our commitment

At Ferrero, we aim to support consumers in making responsible choices about the food products they eat and drink by following strict marketing communications standards that often go beyond legal requirements.

Especially regarding marketing to children, Ferrero’s Advertising and Marketing Principles are clear: we do not direct our advertising and marketing communications to children under 13. In addition, we work to ensure the highest possible level of compliance and provide internal guidance and training to our employees.

Our approach

We believe effective self-regulation that provides truthful and accurate information serves the interests of consumers. Therefore, we follow several voluntary commitments in addition to local standards and regulations.

In all our marketing communications, we apply the Framework for Responsible Food and Beverage Communications adopted by the International Chamber of Commerce, the world’s foremost business organisation promoting responsible marketing and advertising communications. We also follow the Global Responsible Marketing Policy set out by the International Food & Beverage Alliance (IFBA), of which we are a founding member. Ferrero is also a member of the World Federation of Advertisers (WFA), an international organisation promoting efficient practices concerning responsible advertising.

We recognise the need for enforcement of these voluntary commitments. Accordingly, we participate in the external monitoring of our commitments to assess compliance levels with national, regional or global industry pledge commitments, and, in case of non-compliance, we amend our advertisements.

Responsible marketing to children

Ferrero believes in the crucial role played by parents in educating their children about a balanced diet and a healthy and active lifestyle. All our advertising and marketing communications are directed only to adults who make purchasing decisions and to young people 13 years and older, in terms of content and media purchasing, unless relevant local standards or regulations require a higher age.

Measuring our compliance

Independent organisations monitor our compliance with industry initiatives on responsible marketing to children annually. For example, by Ebiquity for television advertising and the European Advertising Standards Alliance (EASA) for brand websites, social media profiles and influencer marketing. You can read about our compliance rates in our latest Sustainability Report.

Our Responsible Marketing principle

Ferrero began its journey in the small town of Alba in Piedmont, Italy, in 1946. Today, it is one of the world’s largest sweet-packaged food companies, with over 35 iconic brands sold in more than 170 countries. The Ferrero Group brings joy to people around the world with much-loved treats and snacks, including Nutella®, Kinder®, Tic Tac® and Ferrero Rocher®. More than 47,000 employees are passionate about helping people celebrate life's special moments. The Ferrero Group’s family culture, now in its third generation, is based on dedication to quality and excellence, heritage, and a commitment to the planet and communities in which we operate.