Fonterra Global Nutrition Standard

Marketing to Children
Relates to: Fonterra Global Nutrition Policy

1.

PurposeThis Fonterra Global Standard defines the minimum requirements that must be complied with by business units
to ensure we are always honest about the nature and benefits of our products and use responsible practices formarketing and promotion of food and beverage products to children. This helps fulfil Fonterra’s ambition to beleaders in sustainable dairy nutrition and provide goodness for generations.
This Fonterra Global Standard sets out the minimum nutrition criteria that products must meet in order to bemarketed to children, along with definitions and requirements on the content of marketing targeted at children.

2.

Scope

2.1

This Global Standard applies to all the entities and individuals outlined in the Scope section of the Fonterra
Global Policy Principles and Framework.

2.2

This Fonterra Global Standard applies to marketing aimed at children only. It does not apply to marketingof products for children that is aimed at parents and caregivers.

2.3

Definitions of children, marketing to children and other terms that further describe the scope of this Fonterra
Global Standard are included in section 7.

3.

Requirements

3.1

Nutrition Criteria

3.1.1 Business units must ensure the following:

3.2

a.

No targeted marketing or advertising to children under 5 years old;b.

Only products that meet the relevant Fonterra Nutrition Guidelines can be marketed to children aged
5 – 15 years old.

c.

Market responsibly for all age groups with consideration of their individual life stage needs.

Marketing Content

3.2.1 Business units must:
a.
b.
c.

d.
e.
3.3

Act responsibly when marketing products by being open and transparent to promote informed foodchoices for foods for children;
Act responsibly when marketing foods to children by using portion control to help prevent overconsumption of products;
Market foods in the context of a healthy lifestyle that includes a healthy eating plan and regularphysical activity to encourage children to make healthy food choices, and ensure it’s aligned withlocal, evidence-based dietary guidelines.
Not undermine the role of parents or other responsible adults for guiding diet and lifestyle choices;andNot utilise marketing techniques that are designed to create a sense of urgency.

Dairy Nutrition Programmes

3.3.1 Fonterra is committed to making dairy nutrition accessible and provides free dairy nutrition to children inNew Zealand through the KickStart Breakfast programme and through partnerships in other key markets.
The promotion and marketing of these programmes must comply with this Fonterra Global Standard andbe subject to the requirements of the Fonterra Global Donations and Sponsorship Standard.
3.4

Compliance with local regulatory requirements and local pledges

3.4.1 Aligned to the expectations of the Fonterra Global Legal and Compliance Policy, market-specific regulatory
requirements that are more restrictive than this Global Standard must be met.

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Fonterra Global Nutrition Standard - Marketing to Children

3.4.2 Business units may adopt a higher standard (for example, through signing onto a voluntary pledge withstricter nutrition criteria or marketing requirements) at the discretion of the relevant market seniorleadership (e.g GM or Director) . However, no elements of voluntary pledges can undermine therequirements of this Fonterra Global Standard.

4.

Accountability

4.1

Fonterra employees are accountable for ensuring the requirements specified in this Fonterra Global
Standard are being met within Fonterra, and that contractors/consultants understand and comply with all
aspects of this Fonterra Global Standard.

4.2

Business unit managers are accountable for ensuring employees are trained on, and comply with all
aspects of this Fonterra Global Standard.

5.

Compliance

5.1

The Fonterra Global Policy Principles and Framework details the expectations to comply with thisFonterra Global Standard.

6.

Monitoring

6.1

Monitoring of this Fonterra Global Standard may be via mechanisms such as internal and external audits,
Fonterra Global Regulatory Affairs and Fonterra Global Nutrition Council oversight, reporting and otherinternal controls.

7.

Definitions

TermDefinition

Children

Persons aged 15 years old or younger. In countries with specific guidelines formarketing to children, if the age dictated by the government is over 15 years old, thegovernment definition prevails. If there is no government guidelines for marketing tochildren, then 15 years is retained as the cut off irrespective of the government’sdefinition of children.

Marketing to children•Means advertising and communications targeted to children through television,social media, radio, print, cinema, podcasts, games, outdoor marketing andmarketing of products in primary schools. It also covers advertising andcommunications on the internet, including third-party and company owned
websites, apps, social media and interactive games. This standard does not apply
to labels or packaging of products, public relations or in store point of sale material.

•Marketing is considered targeted at children if it falls within one or both of thefollowing categories:a. The content of the marketing (e.g. imagery, language, colour or music) is
designed or could be considered to be designed to appeal to children aged 15
years and under; and/orb. The target market for the product includes children aged 15 and under and themarketing is appearing in media for which audience breakdown information isavailable (e.g. TV, cinema and radio) and more than 35% of the audience ismade up of children aged 15 years old and under.

•Marketing is considered targeted at children aged under 5 years old if the content(e.g. imagery, language) is clearly intended to target or appeal to children aged
under 5 years.

“Meet relevant Fonterra
Nutrition Guidelines”

8.

Products positioned for nutrition and health need to meet Fonterra Nutrition Guidelines.

Related Information

Fonterra Global Nutrition Standard
Fonterra Nutrition Guidelines

9.

Approvals

This Global Standard is approved by the Fonterra Global Nutrition Council.

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