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Beverage Giants Adopt Kids' Marketing Guidelines

Promo Magazine, Wednesday, May 21, 2008 10 AM

The International Council of Beverages Association, the global advocacy group for non-alcoholic beverage makers, has voluntarily adopted guidelines on how its members' products should be-or not be-marketed to kids. The group's two largest members, Coke and Pepsi, immediately announced they would implement the guidelines in all their marketing around the world.

The guidelines say the marketers will stop pushing a wide range of beverages, including carbonated soft drinks, to any audience that is comprised predominantly of children under 12. The policy applies to all platforms, including print, TV, in-theater, Internet and even phone-messaging.

The adoption of the guidelines follows similar principles outlined in the November 2006 Council of Better Business Bureaus' Children's Food and Beverage Advertising Initiative.

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