17 The Hershey Company | 2021 ESG Report The Big Picture Our Company Cocoa Responsible Sourcing and Human Rights Environment Our People Youth Community About This Report Our Company Marketing Responsibly We are committed to For unmeasured media, like websites, video- By agreement, we allow selected third parties responsibly marketing sharing platforms or social media services, to display our well-known brands on a variety of we use a multi-factor analysis to determine high-quality food and non-food items to be sold our products. Our whether the media is child-directed, including in various outlets throughout the world. We are strong values guide our audience composition data (where available), also proud of the positive role our products play the nature of the site’s content and platform in raising funds for a wide range of organizations behavior in all aspects content identifier tools. We also do not use and programs, including elementary and of our brand-building third-party licensed characters for child- secondary schools. That said, in conformance directed advertising. with our voluntary pledges in the U.S. and work and consumer We submit data and information annually to Canada, we do not advertise our products communications. the CFBAI demonstrating compliance with our to children in elementary schools and we do commitments. CFBAI’s most recent compliance not license our brands for use on educational and progress report, which addresses the material or materials intended for use primarily We respect that caregivers play a crucial role performance of Hershey and all other in elementary schools. in teaching children healthy eating habits and participating companies. the appropriate role of treats and snacks in a balanced diet. We support this parental gate- In Canada, we participate in the Canadian keeping role, particularly for children under Children’s Food and Beverage Advertising the age of 12. Initiative (CAI), overseen by Advertising Our marketing principles stress responsible Standards Canada, which commits us to similar practices, particularly in relation to children. standards and principles as the CFBAI in the Hershey is a member of the U.S. Children’s U.S. CAI’s most recent compliance and progress Food and Beverage Advertising Initiative report, which addresses the performance of (CFBAI), which is a voluntary self-regulation Hershey and all other participating companies. program created to improve the landscape of In June 2021, the leading food and beverage food advertising directed at children. Under trade associations in Canada announced a new our individual CFBAI pledge, we commit to version of the voluntary code for advertising not engaging in advertising primarily directed to children, effective in mid-2023. Hershey at children under the age of 12. For measured will comply with the updated version of the media, like television, radio and print, we do not voluntary code when it comes into force. advertise on shows where 30% or more of the annual audience on average is composed of children under the age of 12.