MARKETPLACE - Policies & Commitment

2.1.1 Marketing and Advertising

Is the company committed to responsible marketing to children?

Scoring options

  • 10: Yes, the company is committed to responsible marketing to children
  • 5: The company is committed to responsible marketing but this commitment does not specifically relate to children
  • 0: No, the company is not explicitly committed to responsible marketing


It is important for companies to show commitment to incorporating a children’s rights perspective to their marketing and advertising activities, thereby acknowledging the differences between adults and child consumers as target groups/stakeholders and empowering parents and children to make informed decisions.

What are we looking for?

A commitment to responsible marketing, advertising or labelling, e.g. in Code of Conduct, Sustainability Report or Annual Report. We are particularly looking for a commitment that recognizes the importance of responsible marketing/product labeling in relation to children, including marketing that reinforces positive images and raises awareness of children’s rights, such as play and a healthy diet/lifestyle.


Corporate Sector & Children’s Rights
Benchmark Series

To methodology overview

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