Cadbury when promoting abides to the following marketing codes: 5 Copy, sound and visual presentation will accurately represent all material dimensions of products

The ‘marketing mix’ is the term used to describe the combination of different activities necessary for a product to be successful. It is often described as ‘the 4 P’s’ i.e.

PRODUCT = the good or service sold by the organisation;

PRICE = the way in which the selling price is decided;

PROMOTION = how customers are made aware of the product;

PLACE = how the product is sold and ‘delivered’ to the final customer.

Cadbury when promoting abides to the following marketing codes:

Copy, sound and visual presentation will accurately represent all material dimensions of products advertised, including taste, size, content and nutrition and health benefits.

All our advertising will be truthful, accurate and well substantiated. Health benefit claims will have a sound nutritional basis and comply with applicable government regulations.

Our advertising will reflect moderation in consumption and portion sizes appropriate to the social and cultural setting portrayed.

Our advertising will never portray or endorse inappropriate or over consumption.

Unless a food product has been nutritionally designed as a meal replacement, it will not be portrayed as such.

In every country where we advertise we will be attentive to local, cultural, political and religious sensitivities and always market within the highest common denominator of any existing regulatory, advertiser, agency and broadcaster guidelines.

We will apply these guidelines to all forms of media including print, broadcast and cable television, radio, video, telephone, point-of-sale, online advertising, other internet activities and packaging.

This code is reviewed annually by the group's President of Commercial Strategy and put before the company's Food Issues Strategy Group for policy approval.

With particular reference to marketing to children

We will always take into account the level of knowledge, sophistication and maturity of the people we are advertising to. Younger children have a limited capacity for evaluating the credibility of information they receive. They also ...

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We will apply these guidelines to all forms of media including print, broadcast and cable television, radio, video, telephone, point-of-sale, online advertising, other internet activities and packaging.

This code is reviewed annually by the group's President of Commercial Strategy and put before the company's Food Issues Strategy Group for policy approval.

With particular reference to marketing to children

We will always take into account the level of knowledge, sophistication and maturity of the people we are advertising to. Younger children have a limited capacity for evaluating the credibility of information they receive. They also may lack the ability to understand the nature of the personal information they disclose on the Internet. We recognise and will act on the special responsibility we have to protect children from their own vulnerabilities. Therefore, we will not advertise where children under the age of eight are likely to be the majority of the audience. Eight years is generally accepted as the age at which children are viewed as being able to comprehend what an advertisement is seeking to achieve and to make judgements accordingly. (Also see: Advertising to children)

We will not advertise during or adjacent to a programme if the content of our advertisement is derived from or associated with that programme. For example, we will not use broadcast or print media personalities (live or animated) to sell products, premiums or services in a way that obscures the distinction between programme or editorial content and commercial promotion. Commercials and advertisements featuring characters from programmes or publications primarily directed to children should not be adjacent to programmes or articles in which the same personality or character appears.

We will not show children under eight years in advertisements and promotions aimed at children.

We will not have any visual reference of children under eight years on company-owned vending equipment.

Our advertising will not misrepresent the potential benefits from the consumption of a product such as status or popularity with peers, sporting success or intelligence.

Our advertising to children will not create a sense of urgency or price minimisation.

We will use language and visuals that are clearly understandable in advertising and promotions, especially where it relates to the likelihood of winning a prize or being included in a club of any kind.

Where we have websites with children's content, we will not knowingly link to pages of other sites that do not comply with our standards. We will not seek to gain the address or other personal details of the child, we will not e-mail children and we will comply with any higher or additional standards imposed by applicable local law. We will use this area of any website we have to remind and encourage parents to check and monitor their children's use of online activities regularly. Under limited circumstances of safety, security, liability and other purposes permitted under applicable law, when contacted by a child, we will use the personal information they provide to attempt to notify and obtain consent from the parent/guardian and will not further use such information for marketing to such children.

We will not use visuals, language or messages that encourage children to pester parents or others to buy products.

Our advertising will support the role of parents and other appropriate adult role models in guiding and deciding what children should eat and drink.

We will take great care when using any form of fantasy, including animation, not to exploit a child's imagination in a way that can encourage poor dietary habits or less than sensible consumption.

When using fictitious or real characters to promote our products, which are in the treat and occasional consumption range, we will not use such characters to promote inappropriate consumption.

Our products will be represented in a way to encourage the sound use of the product, with a view towards proper nutritional development of the child and development of good nutritional practices.

We will, where appropriate, capitalise on the potential of advertising to influence behaviour by developing advertising that supports positive and beneficial social behaviour including sensible consumption, friendship, kindness, justice, honesty, generosity and respect of others, and in so doing expose children to the benefits of constructive advertising approaches.

Prior to release, all advertisements and promotions to children will be reviewed at an early stage for the appropriateness of the activity and then checked against this code before being signed off by business unit general managers. In addition, there will be a periodic review of business unit activity by regional and global management to ensure that interpretation of the code is aligned locally, regionally and globally.

Cadbury when promoting abides to the following marketing codes: 5 Copy, sound and visual presentation will accurately represent all material dimensions of products

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