Responsible Marketing by PepsiCo

Importance of Responsible Marketing

• Builds and preserves consumer trust.
• Special focus on marketing responsibly to children.

Global Concerns

• Public health stakeholders, including the WHO, advocate for limiting children's exposure to food/beverage ads.
• Laws are being developed worldwide to reduce marketing's reach and appeal to children.

PepsiCo's Approach

• Children are considered a special audience.
• Care is taken to support guidance from parents regarding children’s diet and lifestyle.
• Marketers adhere to PepsiCo's Global Policy on Responsible Advertising and Marketing to Children.
• Direct sales of certain products to schools are restricted.
• In case of conflicts, the strictest requirements are applied.

Global Policy on Advertising and Marketing to Children

• Adheres to laws and regulations in operating countries.
• No advertising to children under 6 years.
• Products advertised to children under 13 must meet nutritional requirements.
• Applies to various media like TV, radio, print, online, etc.
• Consistent with the IFBA Global Responsible Marketing Policy.

IFBA and ICBA Guidelines

• Uses IFBA Common Nutrition Criteria for marketing decisions.
• Markets plain water, juice, and dairy-based beverages to children under ICBA guidelines.
• Enhanced policy includes additional restrictions and adapts to new media environments.

Marketing Practices for All Consumers

• Guided by ICC Code of Advertising and Marketing Communication Practice.
• Ensures accurate representation of products and proper consumption guidelines.
• Special care in communications with children to avoid urgency or price minimization.

Marketing and Sales to Schools

• In 2006, limited sales of beverages/foods in U.S. K-12 schools to healthier options.
• Global policies focus on providing healthier beverage options in schools.
• Encourages industry collaboration for nutritious options in schools.

Compliance and Progress

• Each division/region reviews marketing campaigns for compliance.
• 2022 audit found 100% compliance in digital and TV daytime spots.
• EU Pledge monitoring program in 2023 found 100% compliance in digital media.
• Continuous assessment and improvements to marketing strategy.

Future Directions

• Adapting to evolving social media and application technology for responsible marketing.
• Engaging with partners and organizations to stay updated.
• Training programs for marketers on digital policy implications.
• Commitment to providing nutritious options in schools and advocating for industry-wide efforts.