What is your approach to advertising to young children?Cadbury Ltd believes that parents and guardians/carers are the most important influence in the development of children.
We do not advertise where children under the age of eight years are likely to be the majority of the audience. Advertising to children is appropriate, only when it is conducted in an environment that supports the parental role, or where the child has reached an age of cognisance and reason, which is now generally accepted as eight years. We have introduced a global Marketing Code of Practice, which includes specific reference to children.
Do you sell your products through vending machines in schools?Cadbury Ltd does not believe that it's appropriate to sell our confectionery products through vending machines in primary schools and we will not do so.
Research shows that secondary school children will leave school premises if products they want are not available and vending can help schools ensure their safety and security.
We will only provide vending machines in secondary schools when we're asked to do so by the education or school authority, and when the products meet nutritional guidelines set by the authority. In these circumstances we welcome opportunities to work with authorities to produce and supply products that meet their specific nutritional requirements.
What is Cadbury Ltd's Marketing Code of Practice?We are proud of our brands. They provide fun and enjoyment as treats or refreshment, and are valued for their functional benefits. They can be enjoyed as part of a balanced diet and lifestyle.
We provide choice by offering variety and through innovation.
We encourage responsible consumption, as this is central to consumers continuing to enjoy our brands.
Our consumers are at the heart of our business. We are committed to listening to them and acting responsibly in their interests and have done this successfully for generations.
The Marketing Code of Practice outlines the company’s responsible approach to advertising and marketing its products, and includes specific reference to children. It ensures we continue to meet our responsibilities to our consumers.
1. Accurate and truthful.
2. Attentive to local sensitivities.
3. Supporting sensible consumption and balanced life style.
4. Protecting children.
Application and governance
- We will apply these guidelines to all forms of media including print, broadcast and cable television, radio, video, telephone, point-of-sale, online advertising, other internet activities and packaging.
- Prior to release, all advertisements and promotions to children will be reviewed at an early stage for the appropriateness of the activity and then checked against this code before being signed off by Legal representatives.
- In addition, there will be a periodic review of business unit activity by regional and global management to ensure that interpretation of the code is aligned locally, regionally and globally.
- This code is reviewed annually by the group's President of Commercial Strategy and put before the company's Food Strategy Group for policy approval.
Sources/references
This code has been developed with reference to the following:
General references:
International Chamber of Commerce Framework for Responsible Food and Beverage Communications, International Chamber of Commerce, http://www.aana.com.au/3_self_regulation/3_2_ICC.html (accessed July 2004)
Principles of Food and Beverage Product Advertising, Confederation des industries agro-alimentaires de I'UE - the confederation of EU food and drink industry (CIAA) http://www.gwa.de/fileadmin/download/Kommbranche/
CIAA_Principles.pdf (accessed July 2004)
World Federation of Advertisers (WFA): http://www.wfanet.org
European Advertising Standards Alliance (EASA): http://www.easa-alliance.org/about_easa/en/about.html
Marketing to Children:
Self-Regulatory Guidelines for Children's Advertising, Children's Advertising Review Unit (CARU), http://www.caru.org/guidelines/index.asp (accessed July 2004).
Code for Advertising to Children, Australian Association of National Advertisers (AANA) recommendations, http://www.aana.com.au/pdfs/A2CCode.pdf (accessed July 2004)
Report of the APA Task Force on Advertising and Children, American Psychological Association (APA). February 20th, 2004. http://www.apa.org/releases/childrenads.pdf (accessed July 2004)