Building trust through responsible practices and transparent communication

We are helping people make better food choices through responsible marketing.
From the moment we wake up in the morning, we are exposed to hundreds of advertising messages – on our phones, on TV, on advertising hoardings, on product packaging. As the second-largest advertiser in the world based on media spend, we have a duty to ensure our marketing and advertising is responsible and a force for good, helping us to engage with consumers on topics that matter to them.

We are guided by four principles:

• We are committed to building trust through responsible practices and transparent communication.
• It is our responsibility to ensure that our products are safe, and that we provide clear information on their use and any risks that are associated with their use.
• We fully support a consumer’s right to know what is in our products and we are transparent in terms of ingredients and, nutrition values.

We use a combination of channels, including product labels, websites, careline phone numbers and/or leaflets to communicate openly with our consumers.Our marketing messages must be appropriate, must not undermine the promotion of healthy, balanced diets and active lifestyles, or misrepresent snacks as meals. For example, we won’t show over-sized portions or ‘size zero’ in our advertising.

We were one of the first companies to apply our own principles to the marketing and advertising of all our foods and refreshment. These provide guidance to our marketeers and are reviewed regularly, most recently in July 2017. Our Responsible Marketing Principles contain no exceptions and are among the most wide-reaching. They cover all forms of marketing communications, including packaging, point-of-sale and all digital communication channels.