Responsible marketing

IFBA’s Global Responsible Marketing Policy, first developed in 2008 in response to the WHO’s call to action in the 2004 Global Strategy on Diet, Physical Activity and Health, provides a common standard for advertising and marketing communications directed to children under 13 years aimed at reducing the exposure of children to foods and beverages high in fats, sugars and salt. The policy has been developed in partnership with the World Federation of Advertisers (WFA).

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Our global commitment

IFBA members commit either to:

  • Only advertise products to children under the age of 13 years that meet common nutrition criteria which are based on accepted science-based dietary guidance.
  • Not to advertise their products at all to children under the age of 13 years.

The above policy covers food and beverage product marketing communications that are primarily directed to children under 13 in all covered media.

In addition, IFBA members agree not to engage in food or beverage product marketing communications to children in primary schools, early childhood education centers and children’s care service centers.

IFBA will conduct third party monitoring to demonstrate compliance with this policy.

This policy will become applicable to all IFBA member companies globally by 1 January 2022.

Individual member companies may maintain or adopt specific policies that go beyond the IFBA policy.

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Our actions

Voluntary regional & national pledge programmes

IFBA has introduced regional and national pledge programmes based on the core tenets of the IFBA Global Policy on Marketing Communications to Children.

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Compliance reporting

IFBA is committed to transparency and accountability and to reporting on members’ compliance with the pledge programmes and evaluating the impact of such programmes.

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Our members’ commitments

Click on the member you would like to see the commitment.