Marketing Communications to ChildrenTaking the Sensible Approach

Advertising to Children - Health & Wellness Pillar - The Consumer Goods Forum

Our members have committed to stop targeted marketing communications to children under 12 for products that do not fulfil specific nutritional guidelines by 2018.

Studies have shown that while children’s food choices are influenced by many factors including socio economic, culture, and genetic predisposition, food marketing plays a key role. Our members are, therefore, committed to reducing the impact on children from direct marketing and thereby honouring the rights of parents and caregivers to make the appropriate choices for their children.
Marketing communication in the context of our commitment includes TV, print, media, direct marketing, product placement on television, cinema, social media, interactive games, outdoor advertising, mobile and SMS.
We have also established a dedicated Marketing Communications to Children Working Group, who are looking into ways to help drive the industry forward as we aim to engage the wider membership and support implementation of the Commitment. The Working Group meets regularly and helped in the creation of the Marketing Communications to Children chapter in our Health & Wellness Toolkit. Those member companies interested in joining should contact us to learn more.

Helping to Drive Implementation Globally

In May 2016, together with the World Federation of Advertisers, we also published our Implementation Guide for Marketing Communications to Children. This new document, as well as showcasing how members of the CGF can meet this 2018 Commitment, shows how CGF members are working together to drive positive actions globally. Our retailer and manufacturer members will continue to find new ways to drive implementation of this, and other, Health & Wellness Commitments.

The Implementation Guide builds on this original work from the Marketing to Children working group, and highlights five key steps for successful implementation:
  • Develop your policy; 
  • Set evidence-based criteria; 
  • Develop third-party monitoring; 
  • Ensure local/regional alignment; and 
  • Communicate

To learn more, download the free, open-source document.


The H&W Commitments

The consumer goods industry is ready to take action. Members of our Health & Wellness Pillar understand the health and wellness challenges facing the world’s population and are committed to being part of the solution. 
Our Health & Wellness Commitments are an extension of this. They specifically ask our members for increased alignment and engagement on our ambitious five-year plan, which aims to empower the world’s population to make healthier product and lifestyle choices. 

View Commitments

 Marketing Communications to Children Implementation Guide

Join the Working Group

Join a Health & Wellness Working Group - The Consumer Goods Forum
This Marketing Communications to Children Working Group is actively seeking CGF members to join its ranks and to help further drive our commitment.

Practical Examples

Practical Examples on Employee Health & Wellness - The Consumer Goods Forum
Take a look at some examples of what our member companies have already being doing in the area of marketing communications to children.

The H&W Toolkit

The Health & Wellness Toolkit - The Consumer Goods Forum
This Health & Wellness Toolkit acts as a reference for all consumer goods companies who are interested in contributing to our global, industry movement.