Nestlé in society Creating Shared Value and meeting our commitments 2015

Recommendations

Info

Nestlé in society: Creating Shared Value Nutrition, health and wellness Rural development Water Environmental sustainability Human rights and compliance Our people Customer health and safety G4-DMA, Marketing communications G4-DMA, G4-PR7, Compliance G4-DMA (Product responsibility) The EU Pledge Launched in December 2007, the EU Pledge is a voluntary initiative by leading food and beverage companies to change food and beverage advertising to children under the age of 12 in the European Union. It consists of two main commitments: • No advertising for food and beverage products to children under the age of 12 on TV, print or the internet, except for products which fulfil common nutritional criteria; and • No communication related to products in primary schools, except where specifically requested by, or agreed with, the school administration for educational purposes. These are minimum common standards that enable joint monitoring and accountability. Individual companies can apply corporate standards that go above and beyond these common rules. Through our new Policy, which was communicated to markets during 2015 and launched in January 2016, we apply the EU Pledge criteria globally. Where local or regionally agreed pledges criteria are stricter, they are applied. If criteria are lacking for a product category in the EU Pledge, we apply our NNPS criteria. It is important that our marketeers are aware of the impact that our Nestlé Policy has on the communication of the foods and beverages we sell. We will seek to continuously increase knowledge and awareness of the criteria across our organisation, and we are currently developing a web-based tool to support internal understanding of responsible marketing practices among our marketeers and external agency partners. We want our children’s brands to be responsibly communicated to parents and children, providing a source of enjoyment with foods and beverages they can trust. When it comes to marketing confectionery, we aim to ensure that we avoid placing marketing communications in media where 35% of the audience is under 12 years old, and we do not create marketing of primary appeal to children under that age. We will apply global confectionery guidelines and checklists that our marketing departments can use to ensure material that they have created meets the standards required. The marketing to children criteria can have a direct impact on how we develop our foods and beverages, as well as our associated marketing practices. As an example, we have recently been engaged in renovation work in the ice cream sector. Currently, 85% of our global children’s ice cream portfolio meets EU Pledge nutritional criteria, which caps children’s products at 110 calories. We plan to accelerate reformulation of the children’s ice cream portfolio in the other countries where we operate to achieve 80% by the end of 2016. Our Nestlé Policy states we will only use owned or licensed characters appealing to children aged between 6 and 12 to promote healthy, active lifestyles. Licensed characters that could appeal to children under 12 cannot be used for foods and beverages where they do not meet the EU Pledge nutritional criteria. A key element of our global Nestlé Policy is that we do not conduct marketing communications in schools, except for educational purposes that have been explicitly requested by school authorities. This exception is only valid for students aged 6-12 years old. In addition, our internal guidelines state that any outdoor communication material that is placed within 50 metres of a kindergarten, primary school or playground must only advertise foods and beverages that are nutritionally compliant with our policy. Both the Nestlé Communication Principles and the Nestlé Policy clearly reference support for parents and the promotion of healthy diets and lifestyles. We remain open to comments and complaints from consumers and external stakeholders. Tell us provides a formal mechanism for receiving, processing, investigating and responding to complaints from customers and the general public about our policies and practices. Any complaint from customers and the general public about content and visuals relating to children will be received, processed, investigated and responded to. One complaint about our marketing practices (on gender discrimination) was received through Tell us in 2015. The complaint was investigated but not upheld. No complaints were received on our marketing to children. Making voluntary commitments Our policies are guided by a series of global, regional and national commitments and pledges that aim to establish industry consensus on minimum standards for marketing to children. IFBA commitment As a member of the IFBA, Nestlé is committed to complying with the IFBA Global Policy on Advertising and Marketing Communications to Children (IFBA Global Policy). Each year, IFBA engages a third party to monitor and report publicly on members’ compliance with its policy. The monitoring system ensures that children under 12 are not targeted by non-compliant communications. We have been successfully tracking compliance in previous years with the 35% threshold in traditional media (TV, radio and print) through internal auditing and external monitoring, the latter conducted by Accenture. In 2015: • 71 Nestlé print publications were assessed in Singapore, China, Brazil, South Africa and Russia; • 355 television adverts were reviewed in Brazil, Colombia, Indonesia, Malaysia and South Africa, with an overall compliance rate of 97%; and • 83 websites were reviewed in four countries. Nestlé in society – Creating Shared Value and meeting our commitments 2015 88
Nestlé in society: Creating Shared Value Nutrition, health and wellness Rural development Water Environmental sustainability Human rights and compliance Our people Customer health and safety G4-DMA, Marketing communications G4-DMA, G4-PR7, Compliance G4-DMA (Product responsibility) In Europe, social media is externally monitored by the European Advertising Standards Alliance (EASA). Internally we also review our marketing content to ensure the more subjective elements that appeal to children are taken into account. National and regional pledges National and regional pledges, based on the IFBA Global Policy, have been launched around the world by food companies to ensure products advertised to children meet the same standard to promote balanced diets and healthy, active lifestyles. They will also enable the monitoring of both compliance and impact at a local level. To date, we have signed voluntary pledges on the marketing of foods to children covering more than 46 countries, while other countries have codified our pledges into national legislation. Poland’s national pledge The EU Pledge was implemented in Poland in 2010 by the Polish Federation of Food Industry, in partnership with the national Advertising Council. Since this implementation, Nestlé has played a key role in ensuring that the Pledge has been taken up throughout the food industry. As a founding member of the same federation and council, our experts have driven for consensus and helped build dialogue between the industry, authorities and other stakeholders. The number of compliant companies and adverts has increased significantly since the EU Pledge was implemented. In 2015, the National Broadcasting Council found that no products had failed to meet the nutritional criteria for advertising. As part of the latest stage of the implementation, strict rules came into force in 2015 regarding advertising to children under 12 years old. Under these regulations, each advert intended for broadcast in a TV show aimed at children younger than 12 has only been allowed if it meets the Pledge’s nutritional criteria. This regulation was made possible through an agreement across all Poland’s TV networks regarding adverts for this age group. Nestlé in society – Creating Shared Value and meeting our commitments 2015 89
Page 1 and 2:
Nestlé in society Creating Shared
Page 3 and 4:
Nestlé in society: Creating Shared
Page 5 and 6:
Page 7 and 8:
Page 9 and 10:
Page 11 and 12:
Page 13 and 14:
Page 15 and 16:
Page 17 and 18:
Page 19 and 20:
Page 21 and 22:
Page 23 and 24:
Page 25 and 26:
Page 27 and 28:
Page 29 and 30:
Page 31 and 32:
Page 33 and 34:
Page 35 and 36:
Page 37 and 38: Nestlé in society: Creating Shared
Page 87: Nestlé in society: Creating Shared
Page 139 and 140:
Page 141 and 142:
Page 143 and 144:
Page 145 and 146:
Page 147 and 148:
Page 149 and 150:
Page 151 and 152:
Page 153 and 154:
Page 155 and 156:
Page 157 and 158:
Page 159 and 160:
Page 161 and 162:
Page 163 and 164:
Page 165 and 166:
Page 167 and 168:
Page 169 and 170:
Page 171 and 172:
Page 173 and 174:
Page 175 and 176:
Page 177 and 178:
Page 179 and 180:
Page 181 and 182:
Page 183 and 184:
Page 185 and 186:
Page 187 and 188:
Page 189 and 190:
Page 191 and 192:
Page 193 and 194:
Page 195 and 196:
Page 197 and 198:
Page 199 and 200:
Page 201 and 202:
Page 203 and 204:
Page 205 and 206:
Page 207 and 208:
Page 209 and 210:
Page 211 and 212:
Page 213 and 214:
Page 215 and 216:
Page 217 and 218:
Page 219 and 220:
Page 221 and 222:
Page 223 and 224:
Page 225 and 226:
Page 227 and 228:
Page 229 and 230:
Page 231 and 232:
Page 233 and 234:
Page 235 and 236:
Page 237 and 238:
Page 239 and 240:
Page 241 and 242:
Page 243 and 244:
Page 245 and 246:
Page 247 and 248:
Page 249 and 250:
Page 251 and 252:
Page 253 and 254:
Page 255 and 256:
Page 257 and 258:
Page 259 and 260:
Page 261 and 262:
Page 263 and 264:
Page 265 and 266:
Page 267 and 268:
Page 269 and 270:
Page 271 and 272:
Page 273 and 274:
Page 275 and 276:
Page 277 and 278:
Page 279 and 280:
Page 281 and 282:
Page 283 and 284:
Page 285 and 286:
Page 287 and 288:
Page 289 and 290:
Page 291 and 292:
Page 293 and 294:
Page 295 and 296:
Page 297 and 298:
Page 299 and 300:
Page 301 and 302:
Page 303 and 304:
Page 305 and 306:
Page 307 and 308:
Page 309 and 310:
Page 311 and 312:
Page 313 and 314:
Page 315 and 316:
Page 317 and 318:
Page 319 and 320:
Page 321 and 322:
Page 323 and 324:
Page 325 and 326:
Page 327 and 328:
Page 329 and 330:
Page 331 and 332:
Page 333 and 334:
Page 335 and 336:
Page 337 and 338:
Page 339 and 340:
Page 341 and 342:
Page 343 and 344:
Page 345 and 346:
Page 347 and 348:
Page 349 and 350:
Page 351:
show all

Nestlé in society Creating Shared Value and meeting our commitments 2015

Create successful ePaper yourself

Delete template?

Save as template?