• Consumer Communications Commitments

    Consumer Communications Commitments

COMPANY VALUES

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.

PLEDGE

As a CFBAI participant, American Licorice Company agrees to uphold the CFBAI Core Principles, 6th ed., specifically:

American Licorice will not advertise its products in advertising primarily directed to children under age 13. This commitment applies to the following covered media:

    • Measured media, where the composition of the under 13 (ages 2 – 12) audience is estimated to be at least 30% of the expected total audience at the time of the media buy, including on TV, radio, Internet (third-party websites), and print (such as National Geographic for Kids);
    • Digital and online media, including where the composition of the under 13 audience is estimated to be at least 30% of the expected total audience for the site, app, or content in which the ad is placed, or considering other factors where audience composition is inadequate to make that determination* ;
    • Covered media primarily directed to children under 13 includes:
      1. Television
      2. Radio
      3. Print
      4. Internet/digital media, including but not limited to
        1. Company-owned websites;
        2. Third-party websites, including display, banner, pop-up, audio, or video advertising;
        3. Mobile apps or mobile media, including advertising on phones, laptops, tablets, other personal digital devices, in whatever form, including email, text, IM or SMS messaging;
    • Platforms (e.g., YouTube) that may have content or channels that are primarily directed to children;
    • Video and computer games that are primarily directed to children under age 13;
    • DVDs of movies that are rated “G” whose content is primarily directed to children under age 13, and other DVDs whose content is primarily directed to children under age 13;
    • Word of Mouth.
  1. American Licorice will not advertise its products in primary and secondary schools, unless it falls into the exceptions enumerated by the CFBAI's Core Principles, such as charitable fundraising activities, sponsorship programs, or informal gifts or donations to elementary schools.
  2. American Licorice will not pay for or actively seek to place its foods or beverages in the program/editorial content of any medium primarily directed to children under age 13 for the purpose of promoting the sale of those products.
  3. American Licorice will not pay for or actively seek to integrate its foods in any medium primarily directed to children under age 13, including in interactive games or other digital content.
  4. American Licorice will not use influencers to promote its foods in communications primarily directed to children under 13.
  5. American Licorice will not use third-party licensed characters, celebrities or movie tie-ins in covered media.

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.