American Licorice values the opportunity to communicate with consumers (age 12 and older) about the company’s products and wishes to do so respectfully and responsibly. Our consumer communications seek to be honest in the portrayal of our products’ attributes. Confectionary products are not a replacement for balanced meals, and our consumer messaging reflects this. Further, in the interest of forthrightness, nutrition information for a representative sampling of our products is published on the corporate website.
As part of our commitment to responsible marketing, American Licorice consumer communications:
Will not showcase violent or offensive behavior. In addition, communications efforts will not encourage discrimination on the basis of gender, race, religion or political affiliation. Where appropriate, we will use consumer communications to foster beneficial values and behaviors, including honesty, integrity, respect, playfulness, community and friendship.
Will, where appropriate, encourage active lifestyles and healthy eating choices. Further, consumer communications will not disparage the pursuit of an active lifestyle or healthy eating choices.
Will feature reasonable portion sizes for the situation depicted.
Will not show children under the age of 12 to promote confectionery products unless accompanied by adults or unless images are submitted as part of user-generated content.
As part of our commitment to responsible marketing, American Licorice also is proud to be a member of the Children’s Food & Beverage Advertising Initiative (CFBAI), the Children’s Advertising Review Unit (CARU) and the Alliance for Family Entertainment (AFE). As a CFBAI participant, American Licorice will not advertise its products to children under age 12 in media covered by the Initiative as described below.
As a CFBAI participant, American Licorice Company agrees to uphold the CFBAI Core Principles, 6th ed., specifically:
The Company’s associates, advertising and promotional and media buying agencies have been instructed to comply with this pledge commitment.
*American Licorice acknowledges that CFBAI may consider an online ad to be primarily child-directed if the ad is placed in content that appears to be child-directed based on an evaluation of multiple factors related to that content, including whatever age demographics for the site or digital content may be available, an assessment of the overall nature of the content, including (but not limited to) the subject matter of the site or video, the visual content, the language used, the kind of music or audio content, the difficulty of game play, the influencer or influencers featured in the content, actions taken to restrict children’s access to the site or content, and content identifier tools (that indicate whether content is child-directed) provided by platforms or content developers.