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Marketing Responsibly

Hershey is committed to the responsible marketing of our products. Our strong values guide our behavior in all aspects of our brand-building work and consumer communications.

We respect that parents play a crucial role in teaching children healthy eating habits and the appropriate role of treats and snacks in a balanced diet. We support this parental gatekeeping role, particularly in connection with children under the age of 12.

Hershey is a member of the U.S. Children’s Food and Beverage Advertising Initiative (CFBAI), which is a voluntary self-regulation program created to improve the landscape of food advertising directed at children. Under our individual CFBAI pledge, we commit to not engage in advertising primarily directed at children under the age of 12.

For measured media, like television, radio and print, that means we do not advertise on shows where 30 percent or more of the annual audience on average is composed of children under the age of 12. For unmeasured media, like websites, video-sharing platforms or social media services, we use a multi-factor analysis to determine whether the media is child-directed. This can include information on the audience demographics and the nature of the site’s content. We also do not use third-party licensed characters for child-directed advertising.

Consistent with our pledge, we submit data and information annually to the CFBAI demonstrating compliance with our commitments.