Responsible Marketing

We market our products responsibly, taking particular care with vulnerable populations, such as children
Fonterra understands the important role we play in promoting healthy diets and lifestyles to our consumers. 

Therefore we are committed to ensuring responsible consumption of our products at all life stages, in line with our company policies, international codes and country regulations. 

Responsible marketing of breast-milk substitutes

We support the World Health Organisation (WHO) recommendation of exclusive breastfeeding for the first six months of an infant's life, and that infants receive safe and appropriate complementary foods with continued breastfeeding up to two years of age and beyond.

However, we also believe that if mothers are unable to breastfeed, for medical or other reasons, then they should have access to a safe and nutritious alternative.

The WHO recognises that infant formula has a legitimate role to play in such circumstances. It is the only recognised alternative which can allow mothers to provide vital nutrition that supports the rapid mental and physical development that occurs during their child's early years.

The WHO Code for the Marketing of Breast-Milk Substitutes (WHO Code) aims to contribute to the provision of safe and adequate nutrition for infants by protecting and promoting breastfeeding and ensuring the proper use of breast-milk substitutes if necessary.

Fonterra supports the aim and intent of the WHO Code and complies with relevant country industry codes and legislation in all countries where our products formulated for infants and young children are sold.


Responsible Marketing of Breast-Milk Substitutes


Fonterra’s Commitments to the WHO Code


Position Marketing of Product Formulated for the 1-3-year Age Group


Infant Nutrition Council Code of Practice for the Marketing of Infant Formula in New Zealand

Responsible marketing to children

At Fonterra we are committed to help ensure our children get the best start in life through good nutrition for optimal growth and development.  To support this, we are always honest about the nature and benefits of our products and use responsible practices for marketing and promotion of food and beverage products to children to ensure informed choices and promote nutritious diets. 

Our Marketing to Children Global Standard sets out the nutrition criteria and requirements that our products must meet in order to be marketed to children. These have been set to align with international marketing to children policies, such as the World Health Organisation (WHO) set of recommendations on the marketing of foods and non-alcoholic beverages to children and the EU Pledge, as well as local regulations and advertising standards from across our markets.


Marketing to Children Global Standard