Responsible Marketing

Employees responsible for creating, approving and placing marketing materials for Kraft Heinz have a primary responsibility to comply with Company guidelines and are formally trained regarding requirements and expectations pursuant to various marketing policies, including local regulations. In the United States, Kraft Heinz abides by a comprehensive set of marketing to children standards: Children’s Food & Beverage Advertising Initiative (CFBAI), Children’s Online Privacy Protection Act (COPPA), and Children’s Advertising Review Unit (CARU).

In the United States, as noted in our Pledge and CFBAI’s Core Principles, Kraft Heinz’s commitments relating to marketing to children include:

• No advertising directed to children under 6 years of age;
• Only qualified products which meet CFBAI’s uniform nutrition criteria may be marketed to children ages 6 to 12;
• Guidelines apply to media (e.g. TV, internet, radio, etc.) that is primarily directed to children;
• No in-school marketing below the university level.

Similarly, in Canada, Kraft Heinz complies with The Code for the Responsible Advertising of Food and Beverage Products to Children, which requires that any advertising of food and beverages primarily directed to children under the age of 13 satisfy certain established nutrition criteria.

In Europe, we adhere to clear guidelines and requirements, including the U.K.’s OFCOM and Advertising Standards Authority, as well as the Netherlands Code of Conduct on Kids Marketing.

In Australia and New Zealand, Kraft Heinz has well established internal approval processes for advertising and marketing material across digital, online, and physical media. This includes consideration and adherence to responsible marketing codes, such as:

• The Australian Association of National Advertisers (AANA) Codes, including the Food and Beverages Advertising Code and Children’s Advertising Code.
• The New Zealand Advertising Standards Authority (ASA) Codes, including the Food and Beverage Advertising Code and Children’s Advertising Code.

The Codes' requirements include:

• Not undermining the importance of a healthy and active lifestyle nor the promotion of healthy balanced diets;
• Not encouraging excessive food and beverage consumption through disproportionate portion sizes to the setting or as contrary to the dietary guidelines;
• Not targeting children with advertising or sponsorship of ‘occasional’ food and beverage products.