Responsible marketing communications
FrieslandCampina wants to help consumers make well-informed choices for a healthy and well-balanced diet. Therefore we apply rules and objectives for clear, honest and transparent marketing communications and label information. These rules have been described in the FrieslandCampina Corporate Standard for Responsible Marketing Communications and FrieslandCampina Corporate Standard for Nutritional Information.
Objectives and results
FrieslandCampina carefully deals with its marketing communications and its packaging provides clear and transparent information about nutritional value:
Yearly objective: Every year minimally 98 percent of TV advertising of FrieslandCampina in the EU complies with the commitments of EU pledge.
Score 2018: 98,8%
Score 2017: 95,6%
Score 2016: 98,6%
Score 2015: 98,4%
Yearly objective: Every year 100 percent of brand websites of FrieslandCampina in the EU complies with the commitments of EU pledge.
Score 2018: 100%
Score 2017: 100%
Score 2016: 100%
Score 2015: 100%
Yearly objective: Every year 100 percent of the FrieslandCampina social media in the EU complies with the commitments of EU Pledge.
Score 2018: 100%
Score 2017: 100%
Objective 2020: 100% of the relevant consumer packaging will show the reference intake energy icon.
Score 2017: 83%
Score 2016: 59%
Score 2015: 35%
Objective: FrieslandCampina communications comply with the rules described in the FrieslandCampina Corporate Standard for Responsible Marketing Communications.
FrieslandCampina Corporate Standard for Responsible Marketing Communications
The FrieslandCampina Corporate Standard for Responsible Marketing Communications is based on, among others, the code of the International Chamber of Commerce and contains global rules for FrieslandCampina marketing communications targeted at adults and children.
In the year 2012, FrieslandCampina joined the EU Pledge. This is a voluntary initiative of major food companies and includes commitments about advertising for food products aimed at children under 12 years of age. Compliance with the commitments is annually monitored by an independent party in a representative selection of EU member states, the results are published.
As a signatory of the EU Pledge initiative on marketing to children, members of the public and organisations have the possibility to check up on the compliance of our commercial communications with our commitment. More information about the mechanism can be found here. If you wish to file a complaint, click here.
FrieslandCampina contributes to the provision of safe and adequate nutrition for infants and young children, by the protection of breastfeeding and by ensuring the proper use of breast milk substitutes, when these are necessary, on the basis of adequate information and through appropriate marketing and distribution.
FrieslandCampina is committed to adhere to the aim and principles of the WHO International Code of Marketing of Breast Milk Substitutes and subsequent relevant WHA Resolutions. This has important consequences for the marketing and sales of our foods for infants and young children to consumers, e.g. by not idealizing breast milk substitutes, as well as our relations with all involved actors such as governments, health care professionals, researchers and retailers.
The company-wide approach for responsible marketing of foods for infants and young children has been laid down in the FrieslandCampina Corporate Policy and Standard for the Marketing of Infant Foods. The ‘Guiding Principles’ contained in the Policy are well rooted in our way of working and the Standard describes the responsible marketing practices that all employees and partners of FrieslandCampina involved in the marketing and sales of our foods for infants and young children need to follow.
FrieslandCampina wants to provide transparent and uniform nutritional information to help consumers make healthy choices. We globally apply rules based on legal guidelines with respect to the provision of nutritional information. Our consumer packages include at least the following information:
- Energy icon (including % RI or GDA) with the energy content (kJ/kcal) per serving.
- Nutrition table including information about the amount of protein, sugar, fat and salt per 100 grams and, if possible, supplemented with information per serving and as a percentage of the reference intake (RI within the EU and GDA outside the EU).
- Healthy choice logo (e.g. Choices logo), if available in the country concerned and provided that the product involved meets the nutritional criteria.
To our websites and other communication materials (except advertisements) applies that the content of the nutritional information table is mandatory.
Example of a nutrition table made according to the FrieslandCampina Standard (in Dutch).