Nestlé declared that it will further reinforce its industry-leading responsible marketing practices as part of its efforts to help bring balanced diets within reach for people around the world, and it will willingly restrict its marketing to kids under the age of 16, while at the same time continuing its long-standing efforts to help families establish healthy eating and lifestyle habits.
The new policy will take effect on July 1, 2023, and will be applied globally. Nestlé is one of the first food and beverage companies to voluntarily adopt such strict standards. Nestlé is externally recognized for its industry-leading responsible marketing practises by the Access to Nutrition Index and calls for more companies to put forward similar measures that support the wellbeing of children.
The company’s new marketing communication policy for children will prohibit direct advertising of confectionery and ice cream, as well as water-based beverages with added sugars, to children below 16 years of age.
The strategy confirms the ban on product marketing communications targeting children between 0 and 6 years of age, as per previous versions. This standard will be applied to TV and online platforms, including social media and gaming ones, with greater than 25% of their audience under 16 years old. Moreover, Nestlé will not collect data from minors and will only partner with social media influencers over the age of 18.