Marketing to Children Compliance Assessment (Brazil)
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Marketing to Children Compliance Assessment (Brazil) Nestlé 25 May 2021 Contents 1. Executive summary 2. Background 3. Coverage 4. Detailed observations 5. Limitations 6. Appendices Page 2 1. Executive summary Page 3 Zero 1. Executive summary The table below provides a summary of marketing activity for each product category in scope and observations identified: Marketing channels Brands in scope Special Digital/social (NF-no) Television Print media Outdoor Toys/premiums Packaging PoS characters media Ninho Opportunity for No activity No observations No activity Policy deviation No observations No activity No observations (DPA) improvement Chambinho Opportunity for Opportunity for Opportunity for No activity No observations No activity No observations No observations (DPA) improvement improvement improvement Neston No activity No observations No activity No activity No observations No activity No activity No activity (DPA) Chamyto Opportunity for Opportunity for No activity No observations No activity No activity No activity No activity (DPA) improvement improvement Nescau No activity No activity No activity No activity No activity No activity No observations No activity (liquid drinks) Neston No activity No activity No activity No activity No activity No activity No observations No activity (liquid drinks) Nescau No observations No activity No observations No activity No activity No activity No observations No activity (powder drinks) Nesquik No activity No activity No activity No activity No activity No activity No activity No activity (powder drinks) Farinha Láctea No activity No activity No activity No activity No observations No activity No observations No observations (cereals) Nestlé Baton No activity No activity No activity No activity No observations No activity No activity No observations (ice creams) Nestlé Chambinho Opportunity for Opportunity for No activity No observations No activity No activity No observations No observations (ice creams) improvement improvement Passatempo No activity No observations No activity Policy deviation No observations No observations No observations No observations (biscuits) Baton No activity No activity No activity No activity No activity No activity No observations No activity (chocolates) Páscoa Opportunity for No activity No observations No activity No activity No activity No activity No activity (chocolates) improvement Agreed non-compliance with No Policy deviation, however Marketing activity existed for There was no marketing activity Policy Opportunity for No Nestlé Policy or opportunity for improvement product category, however no No activity for the product category during deviation improvement observations Page 4 Key Implementation Guidelines identified observations were identified the assessment period 2. Background Page 5 2. Background As the world’s largest food and beverage, nutrition, health and wellness company, In order to fulfil its global Nestlé is working together with commitment to inspire people to stakeholders, customers and retailers to live healthier lives, Nestlé create a healthier environment for engaged EY to perform its third individuals and families. party compliance monitoring of Over recent years concerns about child marketing communication to obesity have been rising continuously. children in Brazil. As an industry leader, Nestlé has proactively taken a number of steps in response to these concerns. Nestlé participates in industry activities aimed at furthering responsible advertising to consumers such as those carried out by International Chamber of Commerce, the “As a vulnerable group, International Food and Beverage Alliance children deserve particular and the Consumer Goods Forum. attention, and we firmly Nestlé is a signatory of industry Pledges covering over 50 countries, including the support responsible marketing voluntary advertising to children initiatives practices. in the United States (CFBAI) and in the European Union (EU Pledge). These industry Pledges are subject to third party compliance monitoring. Page 6 3. Coverage Page 7 3. Coverage Sample size Methodology We provide an overview of the sample size analysed during the onsite assessment per We selected our sample based on the channel in the table below: following: Historical assessment Channel Product categories Sample size For the following channels, we selected a sample Television Powder drinks 1 size of 100% for activity relating to products in scope from 1 Jan 2020 until 31 Dec 2020 Print media DPA, Ice creams 4 (“Period in scope”), as indicated by Nestlé Brazil and/or identified in the local campaign and Radio - No activity activity calendar: Cinema - No activity Television Print media Outdoor (e.g. billboards) Powder drinks 25 Outdoor Use of toys or premiums Event sponsorship - No activity Packaging Special characters Use of toys or premiums DPA, Cereals 4 Digital media Social media Packaging DPA, Cereals, Ice creams 9 Point of Sale (“PoS”) campaigns Special characters DPA, Cereals, Ice Creams 7 There was no marketing activity identified during the period is scope for radio, cinema or event Digital media 1 All categories 8 sponsorships. Social media 1 Liquid drinks, Powder drinks, Cereals, Ice creams 5 Current PoS assessment Point of Sale (historical) DPA, Cereals, Ice creams 7 The 88 stores visited during the onsite assessment were based on proximity to a Point of Sale (current) 2 All categories 88 selection of 18 prominent primary schools in and around São Paulo. TOTAL 158 The onsite assessment covered all product categories with a focus on placement, PoS 1 Digital and social media marketing material was analysed as part of the historical analysis. However, a separate focused digital campaigns, use of toys or premiums and/or media analysis was conducted by KPMG for the period in scope and was therefore excluded from the scope of this assessment. packaging. 2 Assessed during physical onsite visits. Store locations based on proximity to primary schools Page 8 4. Detailed observations Page 9 4. Detailed observations Agreed Product(s) Channel(s) Observations / comments Nestlé Policy / Guidelines outcome • Creative execution of this “back to school” IV. Detailed implementation guidelines for eligible and non-eligible products: campaign potentially appealing to children In-pack/on-pack premiums below 12 years of age due “Products that are not eligible cannot have premiums appealing to children below to use of on-pack/in-pack 12 years of age. All products can have on-pack or in-pack premiums that are 1. Use of toys or premiums which appear to oriented to gatekeepers. Oriented to gatekeepers means the premium offers Ninho (DPA) Policy deviation premiums target the child rather direct value to the gatekeepers themselves or provides support in their role as a than the gatekeeper (e.g. responsible caregivers such as: paper toy school bus and adhesive sticker sheet) a) Items related to product usage (bowls, spoons, sippy cups, etc.) or • Recommend removing the b) unbranded items with clear educational value to the child (books, Nestlé owned character educational videos/music)” from the premiums Supporting information: Page 10 4. Detailed observations Agreed Product(s) Channel(s) Observations / comments Nestlé Policy / Guidelines outcome • Use of on-pack/in-pack IV. Detailed implementation guidelines for eligible and non-eligible products: premiums which appear to In-pack/on-pack premiums target the child rather than the gatekeeper (e.g. bowl “Products that are not eligible cannot have premiums appealing to children with the Passatempo below 12 years of age. All products can have on-pack or in-pack premiums that 1. Use of toys or are oriented to gatekeepers. Oriented to gatekeepers means the premium offers Passatempo cartoon monkey) and may Policy deviation premiums appeal to children below 12 direct value to the gatekeepers themselves or provides support in their role as a years of age responsible caregivers such as: • Recommend removing the a) Items related to product usage (bowls, spoons, sippy cups, etc.) or Nestlé owned character b) unbranded items with clear educational value to the child (books, from the premium educational videos/music)” Supporting information: Page 11 4. Detailed observations Agreed Product(s) Channel(s) Observations / comments Nestlé Policy / Guidelines outcome • Creative execution of this Easter campaign IV. Detailed implementation guidelines for eligible and non-eligible products: potentially appealing to In-pack/on-pack premiums children below 12 years of age due to use of on- “Products that are not eligible cannot have premiums appealing to children below pack/in-pack premiums 12 years of age. All products can have on-pack or in-pack premiums that are Páscoa 1. Use of toys or which appear to target oriented to gatekeepers. Oriented to gatekeepers means the premium offers Opportunity for (chocolates) premiums the child rather than the direct value to the gatekeepers themselves or provides support in their role as a improvement gatekeeper (see below) responsible caregivers such as: • Recommend choosing a) Items related to product usage (bowls, spoons, sippy cups, etc.) or premiums with greater b) unbranded items with clear educational value to the child (books, emphasis on promoting educational videos/music)” educational value Supporting information: Page 12 4. Detailed observations Agreed Product(s) Channel(s) Observations / comments Nestlé Policy / Guidelines outcome • Use of on-pack/in-pack premiums which may appeal to children below IV.