Responsible Marketing

Employees responsible for creating, approving or placing marketing materials for Kraft Heinz have primary responsibility for compliance with Company guidelines, and such marketing team members are formally trained regarding requirements and expectations pursuant to various marketing policies, including a Marketing to Kids Pledge. 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).

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 a rigorous cross-functional internal approval process 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 Advertising Standards Code and Children and Young People’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.

Guidelines for Marketing Breast Milk Substitutes

We are committed to the health and well-being of mothers, infants, and young children. We support the WHO’s recommendation that babies are exclusively breastfed for the first six months of life, followed by the introduction of nutritionally adequate and safe complementary foods. The Company complies with the World Health Organization (WHO) International Code for Marketing of Breast-Milk Substitutes. To further demonstrate our positions and approach on the manufacture and marketing of breast-milk substitutes, Kraft Heinz has established and published its Policy on Breast-Milk Substitutes.