Responsible advertising and marketing

marketing children

Responsible advertising and marketing

What is the issue?

Marketing and advertising can have a major influence on the choices children make, including the choices affecting their diets. Irresponsible marketing can lead to negative impacts on children’s physical and mental health.

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Why is it important?

To live up to our vision of being a leading nutrition, health and wellness company, we need to make sure that all our products are marketed responsibly.


  • Achieved
  • By 2015 – Implement a strengthened Marketing Communication to Children policy.

Helping children and their families make informed, independent choices about their health and diets.


Building a trusted and respected brand, complying with regulation and guidelines.

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What are we doing about it?

For many years we have actively applied a range of principles and policies globally in order to make sure our marketing is responsible. We have adhered to strict standards for marketing to children since we launched our Communications Principles in 2002 and Marketing Communication to Children policy in 2008. We also bide by external pledges including IFBA commitments, the EU Pledge and local pledges.

Read the latest version of our Marketing Communication to Children policy (pdf, 2Mb).

Our revised global policy

In 2015, we strengthened our global principles by updating our Marketing Communication to Children policy. The revised policy includes a new rule stating that direct marketing to children from 6 to 12 years of age can only be for products that achieve EU Pledge Nutrition Criteria, or meet Nestlé Nutritional Foundation criteria (pdf, 882Kb) where these don’t exist.

Irrespective of the criteria, we do not direct any marketing communication for biscuits, sugar confectionery and chocolate confectionery products to children under the age of 12, and we do not direct any marketing communications to children in primary schools. This applies to marketing across all channels including TV, radio, print, social media, outdoor, contests, promotions, events and sampling.

In the UK, we adhere to all local laws and self-regulatory codes of conduct including as the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code), the UK Code for Broadcast Advertising by the Broadcast Committee of Advertising Practice (BCAP) and OFCOM broadcasting codes, the Consumer Protection from Unfair Trading Regulations 2008 and the Business Protection from Misleading Marketing Regulations 2008.

Codes of advertising in the UK

In the UK, advertising codes are written and maintained by two industry bodies: the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).

The purpose of the codes is to ensure that all ads in the UK are legal, decent and truthful. The codes include detailed specific rules covering marketing to children.

All Nestlé marketing in the UK aspires to the rules set out by the advertising codes, as well as our own global policy and communication principles.

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What’s next?

Responsible marketing will continue to be a priority for us. We support the proposed changes in the forthcoming consultation on introducing new rules in the non-broadcast code (CAP Code) dedicated to the targeting of advertising to children of food and drinks high in fat, salt or sugar.