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Commitment in favor of
Responsible marketing
At PepsiCo we understand the
importance of having responsible
advertising that provides our
consumers with sufficient information
to make informed choices. At the same
time, we are conscious that advertising
spots are an excellent way to promote
the adoption of healthy lifestyles,
based on balance between the quantity
of energy consumed and that which is
used through physical activity.
As active promoters of
responsible advertising,
we have in place a global
marketing policy for children
under twelve years of age.
By using these guidelines we are establishing
the criteria so that advertising
directed to this sector of the population
is limited to those products that meet
the nutritional standards established by
our company at the global level, and also
promotes healthy lifestyles, and balanced
consumption.
At the international level, in 2008 we
became members of the Consolidated
ICC Code of Advertising and Marketing
Communication Practice, developed
by recognized experts in marketing,
self regulation and legislation, which
establishes a superior criteria to the legal
requirements in an important number of
countries.
In Mexico, PepsiCo was one of the
first companies in 2008 to sign the Self-
Regulation Agreement for Advertising
of Foods and Non-alcoholic Beverages
directed to Children (PABI for the initials
in Spanish). the objective of this code is
to promote healthy life habits amongst
children.
As part of this commitment, we have
worked with the Council of Self Regulation
and Advertising Ethics (CoNAR
as for its initials in Spanish), in order
to encourage advertising agencies to
also be certified with this Code. As well,
within PepsiCo Mexico, workshops have
been presented to the advertising and
marketing teams regarding PABI Code
topics, resulting thus that these associates
are aware of, and carry out publicity
campaigns according to the stipulations
of this code.
these mechanisms of self regulation
allow us to improve the contents
of children’s advertising beyond the
requirements established by the relevant
authorities.
reporte De SUSteNtABILIDAD PEPSICO méxICO 2009-2010 | 57