Critical anchors

Our key policy

Responsible marketing policy

Responsible marketing

Our goal is to always label, market and advertise our products in an ethical and socially responsible manner, in line with our corporate values and sustainability strategy.

Approach

We are committed to responsible marketing, advertising, and labelling of our products, aligning with the unique needs of our consumers to earn and retain their trust. We follow the Advertising Regulatory Board (ARB) code in South Africa, and have endorsed the 2008 South African Marketing to Children Pledge. Our marketing strategies and materials are developed to correspond with responsible practices, complying with national labelling regulations, and adhering to our own Eat Well Live Well (EWLW) nutrition labelling requirements ( see – nutrition labelling).

Our responsible marketing policy governs our practices in marketing, advertising, and labelling, ensuring compliance with the ARB advertising code and Marketing to Children Pledge. The policy aligns with our ethics code and related ethics policies ( see – ethical behaviour), and is part of our broader framework of policies covering general marketing, research, packaging design, and digital/social media marketing. Applicable across all channels, the policy reflects our commitment to aid consumers in making health-positive food choices ( see – health and nutrition).

Responsible Marketing to Children Pledge 2008

We are a signatory to the 2008 South African Marketing to Children Pledge, initiated by the Consumer Goods Council of South Africa (CGCSA) and incorporated into the ARB's advertising code in 2018. This commitment obliges us to uphold responsible marketing and advertising principles for children aged 12 and under, focusing on the promotion of healthy food and lifestyle choices directly to this age group.

The pledge stipulates restrictions on advertising and marketing to children in the following areas:

The nature of the products and core messaging of television adverts
The use of well-loved celebrities or fictional characters for product endorsement
The nature of products used in marketing promotions
The nature of products marketed or advertised at or near pre-school and primary school premises

Our responsible marketing principles

We are committed to ensuring that our marketing communications:

Are ethical and truthful
Are non-discriminatory
Encourage inclusion and diversity
Encourage a healthy, balanced diet, active lifestyle, and mental wellbeing
Encourage portion control and discourage excessive consumption of any food or drink
Do not harm or take advantage of children, nor undermine their parents' authority
Do not allow gender stereotyping or negative gender portrayal
Provide accurate nutritional information
Back up any claims with scientific or testimonial evidence

Management

We always strive for full compliance with industry and regulatory marketing codes, including the voluntary responsible marketing to children pledge.

Our EWLW nutritional guidelines and responsible marketing principles are well-integrated across our marketing organisation ( see – nutrition standards). Our senior marketing leaders and core team are fully aware of our commitments, standards, and ethical principles that must be adhered to. We perform internal audits of our labelling, marketing, and advertising activities to ensure alignment with agreed principles, plans, and budgets, and to manage practices correctly.

We manage our labelling, marketing, and advertising practices through standard operating procedures encompassing everything from product ingredient formulations to consumer services and media procurement. These procedures integrate our nutritional guidelines and responsible marketing principles, and are also considered in our product innovation processes ( see – product innovation). Before final sign-off, our nutrition, regulatory, and legal teams review all product formulations, artwork, labels, marketing materials, and advertisements. When third-party agencies are involved, all relevant policies and guidelines, including those ensuring responsible marketing to children, are shared at contract signing. Our own brand teams then sign off on all creative material.