Responsible Marketing

Kellogg is committed to the responsible marketing and communication of our products to help shoppers make informed choices about the foods they enjoy.

Our Worldwide Marketing and Communication Guidelines (WWMCGs) provide a consistent global framework for responsible marketing practices, including our advertising and marketing approach for digital and traditional media, in-school activities, licensed characters, contests and promotions. The WWMCGs also include rules related to privacy protection, e-commerce and other media. We regularly evaluate the guidelines to make sure they remain relevant and appropriate.

Kellogg Global Nutrient Criteria

Since Jan. 1, 2009, we have not advertised to children under age 12 those products that do not meet our Kellogg Global Nutrient Criteria (KGNC). We developed these internal standards based on scientific literature, setting upper per-serving thresholds for calories, fats, sodium and sugar. Kellogg does not market any products to children under 6 years old.

Global Pledges & Commitments

We have committed to national self-regulatory pledges in 50 countries. Though these national pledge programs share many similarities, the individual nature of each brings local attention to commitments Kellogg has made on our own and through industry associations such as the International Food and Beverage Alliance.

International — We have joined in global and country-specific pledges around marketing. As a founding member, Kellogg participates in the International Food and Beverage Alliance (IFBA) commitments regarding marketing to children under 12 years of age.


International Food and Beverage Alliance

United States — In the US, we adhere to the guidelines from the Better Business Bureau’s Children’s Food and Beverage Advertising Initiative (CFBAI), a voluntary self-regulatory program.

Canada —We are also members of the Canadian Children’s Food and Beverage Advertising Initiative (CCFBAI). We’ll continue to follow our own KGNC standards when they are more stringent than CCFBAI guidelines.

E.U. — In late 2012, we joined with our peer companies in the European Union to strengthen a regional pledge that began in 2009. The EU Pledge targets advertising to children under 12 toward those products that meet specific nutrition criteria based on scientific evidence and both national and international dietary guidelines. The EU Pledge also limits communication in primary schools, unless requested or agreed to by school administration. For more information, visit www.eu-pledge.eu.

Australia — We’re on track to meet our commitment through the Food and Health Dialogue – a joint government/industry public health initiative – to reduce sodium by 15 percent in ready-to-eat cereals that exceed 400 milligrams of sodium per 100 grams of cereal by the end of 2013. We are also members of the Responsible Children’s Marketing Initiative which targets advertising to children under 12.

Other areas — Kellogg is also participating in pledges regarding marketing to children in Brazil, South Africa, Russia, Portugal, the Persian Gulf region, Singapore, Switzerland and the Philippines. Many of these pledges mirror the commitments made by IFBA members.