Download “General Mills is committed to the highest standards of responsible

Our Food
The 2014 commitments strengthened
leading food and beverage companies,
that policy in three core areas: media,
General Mills agrees to advertise only
marketing and harmonized criteria. The
products that meet specific nutrition
policy covers virtually all media and
criteria to kids under age 12. This pledge
certain marketing techniques directed
applies to all brands of our General
at children under the age of 12. Members
Mills portfolio in Europe, including CPW
have committed to working toward
and Yoplait. On January 1st 2017, the
harmonizing global nutrition criteria to
EU pledge members committed to
ensure that better-for-you foods are
extend the scope of the commitment
based on robust common standards.
Compliance with IFBA commitments is
monitored independently and publicly
reported by Accenture annually. General
Mills follows the Children’s Food and
Beverage Advertising Initiative (CFBAI)
nutrition standards in markets where other
regulatory or self-regulatory standards
marketing communications. The EU
Pledge is officially recognized by EU
institutions and is a commitment to the
Activity and Health, owned by the World
lifestyles to children under 12 years of
Federation of Advertisers (WFA).
age. General Mills played a leadership
Food Advertising to Children). The new
role in developing the new CAI nutrition
guidelines went into effect January 1, 2015,
criteria announced in October 2014 that
and build upon the industry pledge that
established a single set of guidelines for
requires all food and beverage products
advertising only better-for-you products
promoted in marketing communications
in eight food and beverage categories.
targeted at children age 12 and younger
Brazil: In December 2016, the IFBA
advertise to children under the age of 12.
Responsible Advertising for Children
CFBAI and has been in full compliance
with the CFBAI standards since their
inception in 2006, including the Uniform
Nutrition Standards that took effect in
December 2013. These category-level
in Brazil, building on the 2009 pledge.
Effective January 2017, General Mills and
other pledge participants commit to
advertise to children under 12 years of
age only products that meet common
nutrition criteria based on reputable
scientific evidence and/or national
and international dietary guidelines.
guidelines apply rigorous nutrition
Canada: In Canada, we participate in the
standards for specific food groups, such
Canadian Children’s Food and Beverage
as yogurt and cereal, consistently across
Advertising Initiative (CAI), a voluntary
the U.S. food and beverage industry.
initiative by 18 of Canada’s leading food
Europe: As a founding member of the
EU Pledge, a voluntary initiative by
r We believe children should be encouraged to consume low-calorie, nutrient-dense foods.
EU Platform for Action on Diet, Physical
launched an enhanced Commitment to
Our company is a founding member of
Our Community
to cover a number of additional media
nutrition standards to products that we
child advertising nutrition standards.
Our Workplace
and to address the content of their
do not exist. We apply the CFBAI
U.S.: General Mills supports the CFBAI
Our Planet
and beverage companies to promote
and support healthy dietary choices and
(via the Committee on Guidelines for
The criteria include maximum calories,
to meet common nutrient criteria. The
nutrients to limit and other nutrients
guidelines apply to all media platforms.
to encourage. The criteria went into
full effect in December 2015; we have
applied these guidelines to all of our new
products since their announcement.
Singapore: As a signatory to the 2012
Australia: General Mills is a signatory of
the Responsible Child Marketing Initiative
of the Australian Food and Grocery
Council. While our Australian brands
do not specifically market to children,
Singapore Food and Beverage Industry
we nevertheless adhere to the terms
Responsible Advertising to Children
of the code around non-advertising in
Initiative, General Mills supported and was
media primarily directed to children.
involved in the development of industryled Food and Advertising Guidelines
G4-PR6, FP8
through a public-private consortium
“General Mills is committed to the highest standards of responsible marketing.
Through our leadership and participation in industry self-regulatory initiatives
globally, we work to deliver that commitment.”
— Mary
Catherine Toker, Vice President, Government Relations
GENERAL MILLS GLOBAL RESPONSIBILITY
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