MARKETPLACE - Reporting & Actions

3.3.1 Reporting & Actions:
Marketing & Advertising

Does the company report on actual or potential impact on children from marketing initiatives, or incidents of non-compliance with voluntary commitments or regulations on marketing to children?

Scoring options

  • 10 = Yes, the company reports on actual or potential impact on children from marketing initiatives, or incidents of non-compliance with voluntary commitments or regulations on marketing to children (even when they are not direct consumers/target audience).
  • 5 = The company reports on actual or potential impact from marketing initiatives, or incidents of non-compliance with voluntary commitments or regulations on marketing, but it does not differentiate between children and adult consumers.
  • 0 = No, the company does not report on actual or potential impact from marketing initiatives, or incidents of non-compliance with voluntary commitments or regulations on marketing, or these reports are not publicly available.

Why is this important?

This indicator follows up on indicator 3.1.1 “Is the company committed to responsible marketing and labelling to children?”. A company shows commitment to responsible marketing in relation to children by transparently disclosing information on the company’s performance. If, for example, there is a policy on responsible marketing, it is important to also show what the outcomes/impact of this policy have been.

About the scoring

A score of 10 is given if the company has a publicly available statement on one or several of the following:

Compliance (reporting on either full compliance, or incidents of non-compliance):

  • The level of compliance with formal legal or regulated requirements related to marketing, advertising and labelling of products and services in relation to children
  • The level of compliance with voluntary commitments to industry marketing codes or regulations in relation to children
  • The level of compliance with internal policies or commitments which address marketing, advertising and labelling activities in relation to children

Identified risks, incidents, or opportunities (potential impact) in relation to children through marketing, advertising, and labelling, for example:

  • Exposure to excessive, inappropriate, or harmful content
  • Inadequate labelling of potentially dangerous, or harmful products
  • Results from initiatives for positive impact, e.g. number of children reached, or activities realised

N.B. A score of 10 is given if a company has a commitment (score 10 on 3.1.1) and reports full compliance or no incidents of non-compliance with commitments on responsible marketing and labelling in general – for example, reporting according to GRI 417-2 and -3.

A score of 5 is given if the company reports on incidences of non-compliance with their commitment to responsible marketing, or regulations on marketing communication, but incidences involving children are not specifically reported on.

Indicator reference

Children’s Rights and Business Principles:

  • All business should meet their responsibility to respect children’s rights and commit to supporting the human rights of children (Principle 1)
  • All business should use marketing and advertising that respect and support children’s rights (Principle 6)

The GRI standards:

  • Reference 417-2 or 417-3

OECD MNE Guidelines:

  • Part 1, Chapter 8, p. 43

ESRS Indicators: SBM-3, S4-4

Methodology

Corporate Sector & Children’s Rights
Benchmark Series

To methodology overview