MANILA, PHILIPPINES – With millions of brands advertising their products to consumers on a daily basis, it is important to monitor the effects of these marketing collaterals on its target audiences. And the most vulnerable audiences who get exposed to these are young children. To protect consumers against undue and false advertising, responsible marketing practices must be in place.
Responsible marketing encompasses ethical, sustainable, and socially responsible practices, all the while keeping the best interests of the customer at the core. It includes delivering engaging marketing campaigns that promote transparency and a genuine connection with the target audience.
Global responsible marketing practices
The International Food and Beverage Alliance (IFBA) has a Global Responsible Marketing Policy, which was first developed in 2008 in response to the WHO’s call to action in the 2004 Global Strategy on Diet, Physical Activity and Health. It provides a common standard for advertising and marketing communications directed to children under 13 years, aimed at reducing the exposure of children to foods and beverages. The policy has been developed in partnership with the World Federation of Advertisers (WFA).
The Policy states among others:
- All products marketed to under 13s must meet a Common Nutrition Criteria.
- Ads cannot be in media where the audience is 30% or more are under 13 years of age.
- No marketing communications are shown to children in primary schools, early childhood education centres and children’s care service centres.
There are several global companies who adhere to this policy, including snacks company Mondelēz International.
Local government unit efforts for responsible marketing
With food being one of the most popular products that children can easily purchase, it’s understandable that local government units take action to safeguard its city’s children. Three areas in the Philippines are making advances on responsible marketing to children: Quezon City, Pasig City, and Taytay.
Quezon City has passed an ordinance called the Anti-Junk Food and Sugary Drinks Ordinance No. 2579, S2017 that prohibits the selling and promotion of so-called junk food and sugary drinks inside public and private preparatory, elementary, and high schools in the city. The ban also covers the outside perimeter of the schools within one hundred (100) meters.
In Pasig City, the Healthy Food Environment Ordinance regulates the marketing of foods and beverages that are deemed high in fats, sodium, and sugar in schools and other places frequently visited by children. This ordinance builds on the city’s policy banning the sale of what are considered unhealthy food and drinks inside schools, ensuring a healthier environment for students.
The Ordinance to Protect Children from the Harmful Impacts of Food and Beverage Marketing passed in Taytay, Rizal restricts child-targeted marketing of packaged food and beverages within the municipality, in a bid to protect children from obesity and other diet-related health risks. It prohibits advertisements of food deemed high in fat, salt, or sugar, in child-centered settings such as school zones, playgrounds, parks, and family mall areas.
Responsible marketing in the food industry
In the country’s food industry, responsible marketing practices were pledged as early as 2010 and 2014 by the Philippine Food and Beverage Alliance and its effort called the Responsible Advertising to Children, with the aim of helping to support healthy lifestyles.
Mondelēz International weighs in with Marketing to Children Policy
Since the Global Responsible Marketing Policy’s development in 2008, 11 leading global food and beverages companies committed to responsible marketing, including Mondelēz International, Inc.
As one of the biggest food companies in the world, Mondelēz International ensures their marketing and labeling not only complies with all regulations and standards, but also helps their consumers snack right. All of the communications on their products’ packaging and in-store materials are directed to adults, with guidelines on use of premiums and on-pack promotions.
The company has a strong global Marketing to Children Policy in place that applies to every market where they do business. Mondelēz International in alignment with global guidelines, does not advertise products in any media primarily directed to children under age 13. The company also ensures its communications are directed to families rather than to children. This helps ensure that parents remain the decision makers in what their children consume.
Philippine Responsible Marketing Principles with adobo Magazine
Mondelēz International is partnering with adobo Magazine and adobo Talks to present the event, “Philippine Responsible Marketing Principles” on September 11, 2025 from 2:00 p.m. to 5:00 p.m. at KMC One Ayala Mall.
This session will bring together leaders from the public and private sectors, regulators, and key industry stakeholders to collaborate on shaping responsible marketing principles. Through a collaboration between leaders, this event will explore strategies, frameworks, and policies that align marketing practices with the evolving needs of society, particularly regarding children’s well-being and healthy choices. Participants will also help craft actionable recommendations that benefit consumers, marketers, and policymakers alike.
Keynote presentations will be given by:
- Matt Kovac, Chief Executive Officer of Food Industry Asia, who will discuss “Marketing to Kids policy rationale and examples”
- Dr. Imelda Agdeppa, renowned nutrition expert, who will discuss “The Impact of Advertising on Dietary Behavior”
The discourse will also be enriched by panelists:
- Caitlin Nina Punzalan, Corporate and Government Affairs Lead at Mondelēz International
- Miko David, Treasurer at ASC and President of David & Golyat
- Steven Cua, President at PAGASA (Philippine Amalgamated Supermarkets Association) and President at Welcome Bac Enterprise
The event and panel discussion will be hosted and moderated by actor and host, Justine Peña.
This intimate session will be exclusive only to invited participants, who will be composed of advertising regulators; representatives from the City Health Officers and media buying representatives; food and beverage regulators; the Philippine Chamber of Commerce and Industry; and The American Chamber of Commerce of the Philippines.
