To live by our commitment of being a responsible corporate citizen, we have subscribed to a number of regulations that dictate how we should communicate to our consumers - especially children. We believe that we have a responsibility to our consumers and the South African public to always do what is “right”.
We are dedicated to promoting a healthy lifestyle through healthy eating and physical activity. This includes responsible and health-promoting communication to our consumers to enable them to make informed choices.
We have embarked on a number of publicity opportunities to ensure that consumers and health care professionals are educated. In so doing we hope that our consumers will make wise and informed nutrition choices for their growing infants and that health care professionals will recommend products best suited to their patients needs.
Breastmilk Substitutes
We are guided by International Code of Marketing of Breastmilk Substitutes which was adopted by the World Health Organisation (WHO) in 1981 and we voluntarily adopted it in 1982. Under this code neither Nestlé nor any of its agents and distributors may advertise products within the scope of the WHO Code.
In keeping with the spirit of these articles we ensure that all information that is intended to reach pregnant women, mothers of infants and young children and the general public affirms the principle that breastfeeding is the best choice for babies.
In our marketing practices we refrain from undertaking activities that work against the principle that breastfeeding is best for babies; we do not use samples or any other inducement for mothers to use infant formula, nor do we undertake any promotional activity at the retail level for products covered by the Nestlé Instructions to the WHO Code. We also ensure that our distributors also comply fully with the policy.
Advertising to Children
“Food and beverage advertising to children should not bring advertising into disrepute or reduce confidence in advertising as a service to the industry and to the public”.
This preamble to the Food and Beverage Code is what Nestlé has committed to with regard to advertising to children aged 12 and below. Special attention is paid to advertising to children in our business.
All Nestlé principles meet high ethical standards and their application is monitored by top management at Group level.
The Nestlé Consumer Communication Principles stipulate that our advertisements must:- Encourage moderation, healthy dietary habits and physical activity
- Not undermine parental authority
- Not mislead children about the potential benefits from the use of the product
- Not create a sense of urgency
- Not generate unrealistic expectations of popularity or success
- Not create difficulty in distinguishing between television programme content and advertising content
- Not use programme personalities, live or animated, other than our copyright characters to market products in or adjacent to television programmes, movies, magazines or printed material or on internet websites in which they normally appear so that our communication is clearly distinguished from such content
- Have prior agreement and consent by school administration and event organisers, should activities in schools be considered
- Have no advertising or marketing activity directed to children under 6
- Be restricted to products with a nutritional profile which helps children achieve a healthy balanced diet, including clear limits to product size and ingredients such as sugar, salt and fat
Furthermore, together with seven international food and beverage companies, we have signed a global commitment to the implementation of the WHO Global Strategy on Diet, Physical activity and Health which covers five key areas including Marketing and Advertising to Children.