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.
Hershey’s strong values guide our behavior in all aspects of our brand-building work and consumer communications. We respect that caregivers play a crucial role in teaching children positive eating habits and the appropriate role of treats and snacks in a balanced diet. Adult consumers equally deserve access to clear, credible information about the nutritional content and other attributes of our wide array of snacks and confections.
Our teams are trained in and must follow detailed internal advertising guidelines, including on advertising to children. The guidelines govern how we advertise and who we target, and they specify advertising guardrails.
High Standards
Hershey complies with self-regulation programs through:
- Membership in the U.S. Children’s Food and Beverage Advertising Initiative (CFBAI)
- Participation in the Canadian Children’s Food and Beverage Advertising Initiative (CCFBA)
CFBAI is designed to improve food advertising directed at children in the U.S. We commit not to advertise to children under 13 in accordance with CFBAI Core Principles. Further, we undertake annual reviews to certify compliance with our commitments and continue to be a leader in compliant advertising practices.
Hershey has also committed to Canada’s CCFBA. As with CFBAI, this means we will not primarily direct advertising toward anyone under 13 unless the advertised product meets CCFBA nutrition criteria. Read our CFBAI pledge here.
Clear, Credible Claims
Hershey seeks to give consumers clear, honest, accessible information on all products, including on ingredients, nutrition and origin. Our U.S.-based Food Claims Review Council guides teams on many topics, including nutrition, ingredients, sustainability and product certifications.
The council works closely with marketing and product development teams so all new products meet or exceed relevant third-party certifying bodies’ standards, e.g., U.S. Department of Agriculture (USDA) Organic and Non-GMO Project Verified. It also ensures that all claims and required labeling elements on any updated packaging comply with applicable law and regulations.
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