• Reuters, Thursday, January 26, 2006 11:32 AM

In a move that could foreshadow similar developments in the a United States, European soft drink marketers are considering dropping all advertising that targets kids under 12 and removing vending machines from primary schools. The moves are designed to fight a growing childhood obesity problem in the European Union, not unlike to the one plaguing U.S. kids that has come under fire from government agencies and consumer activist groups. The proposals were presented to the European Commission by an industry group called UNESDA that includes Coca-Cola Corp. and PepsiCo. Under the proposal, vending machines would no longer be placed in primary schools unless requested, and machines in secondary schools would contain healthier products such as water and juices, and would be labeled with positive health messages. Soft drink companies would increase the range of new beverages with a "low-calorie" or "no-calorie" content and produce more "light" versions of existing drinks.

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