To help consumers make well-informed choices for a healthy and well-balanced diet, we apply rules and objectives for clear, honest and transparent marketing communications and nutritional information to consumers.
The FrieslandCampina Corporate Standard for Responsible Marketing Communications contains global rules for marketing communications targeted at adults and children. These rules are based on, amongst others, the code of the International Chamber of Commerce (ICC). We actively monitor and report our progression.
Claims that are made on our brands and branded products should be truthful and meaningful. The objective of the FrieslandCampina Corporate Standard on Claims is to set a global framework for all claims that are used, in order to support the positive positioning of FrieslandCampina, its brands and branded products. In the Standard the general principles to which claims need to comply, are laid down.
EU Pledge compliance
FrieslandCampina is a long-standing signatory of the EU Pledge, a voluntary initiative by leading food and beverage companies to promote responsible food and beverage marketing to children in the European Union. Alongside the global rules defined in our Corporate Standard for Responsible Marketing Communications, the EU Pledge reinforces our commitment to responsible, transparent and age-appropriate marketing practices that support well-informed, nutritious choices for consumers.
As part of the EU Pledge, our compliance is independently assessed each year by third-party organisations. Audits cover selected European markets and evaluate our TV advertising, branded websites, social media channels and influencer marketing activities against the EU Pledge commitments and the International Chamber of Commerce (ICC) Framework for Responsible Food and Beverage Marketing Communications.
High compliance across channels
The graph above shows FrieslandCampina's EU Pledge compliance results from 2020 onwards. Across all monitored channels, compliance has remained consistently high. TV advertising has exceeded 98% compliance every year, while branded websites have maintained 100% compliance throughout the reporting period.
In 2023, compliance levels for social media and influencer marketing temporarily declined following the introduction of strengthened monitoring criteria, including more stringent assessments of child appeal and alignment with the ICC Framework. We responded by reinforcing internal guidance and training and strengthening our influencer selection and review processes. These actions contributed to a clear improvement in compliance in 2024 and demonstrate our commitment to continuous improvement in responsible marketing practices.
For more information about the EU Pledge complaints mechanism, click here. Complaints can be filed via the EU Pledge complaint form.
Nutritional Information
FrieslandCampina aims to provide transparent and uniform nutritional information to help consumers make healthy food choices. We globally apply rules based on legal guidelines with respect to the provision of nutritional information: the FrieslandCampina Corporate Standard for Nutritional Information. Our consumer packages include at least the following information:
- energy icon;
- nutrition table with information about, for example, protein, sugar, fat and salt content;
- front-of-pack nutrition labelling scheme, if applicable and in line with the FrieslandCampina guiding principles for the use of front-of-pack nutrition labelling schemes.
To our websites and other communication materials (except advertisements) applies that the content of the nutritional information table is mandatory.