Coca-Cola and PepsiCo Vow to Stop Targeting Adverts to Under-12s

Concerned by child obesity, the International Council of Beverages Associations (ICBA), which represents the global non-alcoholic beverage industry has adopted new guidelines on marketing to children.

The ICBA
said that soft drink giants The Coca-Cola Company and PepsiCo, both
intend to implement the Guidelines in all countries around the world
by the end of 2008.
"We know that children are
increasingly exposed to marketing messages across more mediums and
your need for greater control and guidance has been heightened. It is
for this reason that we have broadened our "Advertising and
Marketing to Children Policy" to include all of our beverages,
so that children under the age of 12 will not be directly targeted by
any of our marketing messages in traditional advertising mediums, nor
will they be shown drinking any of our products outside of the
presence of a parent or a caregiver", the Coca-Cola Company said
in a company statement.
With the new guidelines, beverage
companies will voluntarily eliminate advertising and marketing of a
wide range of beverages, including carbonated soft drinks, to any
audience that is comprised predominantly of children under 12.
This policy includes media sources such
as TV, radio, print, Internet, phone messaging and cinema (including
product placement).
The ICBA will also look into other
forms of marketing, including sponsorships, presence in schools, and
point-of sale promotions by the end of 2009.
The ICBA, however, adds that the policy
does not cover water, juices and dairy-based beverages, as these
segments are not represented by all ICBA members.