Why is this important?

It is important that companies show a public commitment to incorporating a children’s rights perspective into their marketing and advertising activities, thereby acknowledging the differences between adults and children as consumers, as target groups/stakeholders, and empowering parents and children to make informed decisions. It should be noted that holds true even when children are not the target audience for marketing/external communications. Why? Because they often have access to/are subject to messages aimed at adults, e.g. through billboards or targeted advertising in social media platforms and stand to be influenced by messaging, images, etc. to an even greater extent than adults.

About the scoring

A score of 10 is given if the company has a public commitment to responsible marketing, advertising or labelling with a specific reference to children, in for example a:

• Code of Conduct
• Sustainability Report
• Annual Report
• Responsible marketing policy

Examples of commitments to responsible marketing, advertising or labelling are:

• Reinforcing positive images
• Eliminating negative stereotypes
• Not using sexualized body images
• Supporting healthy diets or lifestyles

A score of 5 is given if the company has a public commitment to responsible marketing, advertising or labelling, but children are not mentioned.

N.B. This also applies when children are not the target consumer group, e.g. through an ethical policy on using material depicting children and/or committing to eliminating the use of negative stereotypes and/or behaviours that can harm children.

Indicator reference

Children’s Rights and Business Principles:

• All business should use marketing and advertising that respect and support children’s rights (Principle 6)