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Marketing to Children

We take great care to market and advertise responsibly.  Although we advertise very few brands to children, we have a specific policy to guide those efforts.  Our marketing to children policy has three main components:

We don’t advertise to children under age 6 (a long-standing policy).

For children ages 6 through 11, we only advertise products that meet specific nutrition criteria.

We do not advertise our products in school.

In the US, we implement these policies through our membership in the Children’s Food and Beverage Advertising Initiative (CFBAI). The CFBAI is a voluntary self-regulation program made up of most of the nation's largest food and beverage companies. It is designed to support marketing efforts that further the goal of promoting healthy dietary choices and healthy lifestyles for children under age 12. Throughout its participation in CFBAI, Kraft Foods has applied meaningful nutrition standards that govern what food and beverage products it advertises to children 6 through 11 years old.   In July 2011, CFBAI announced that its members agreed to adopt uniform nutrition criteria for all member companies’ products advertised to children. All members will transition to the new CFBAI criteria by January 1, 2014.

In the interim, with Kraft products that have not yet transitioned to the CFBAI criteria, we will continue to apply the Smart Choices Program nutrition criteria as our guideline to determine which products qualify as suitable to advertise to children. The Smart Choices Program’s nutrition criteria are based on the U.S. government’s Dietary Guidelines for Americans and other authoritative nutrition guidance.

marketing to children
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