The International Council of Beverages Associations (ICBA), the worldwide trade association representing the non-alcoholic beverage industry, today adopted Guidelines on marketing to children.

The Coca-Cola Company and PepsiCo, the two largest global beverage companies, announced their intention to implement the Guidelines in all countries around the world by the end of 2008.

UNESDA, the Union of European Beverages Associations, made commitments in relation to responsible marketing to children in January 2006 as a part of its commitments to the European Commission’s ‘Platform for Action on Diet, Physical Activity and Health’.

“Adopting robust Guidelines such as these broadens our industry’s commitment to providing meaningful leadership around the world,” said Alain Beaumont secretary general of UNESDA. “Our industry has long recognized the positive role it can play in promoting healthy lifestyles for consumers of all ages, including children, and this policy will only serve to strengthen that role.”

The ICBA Guidelines on Marketing to Children set a standard whereby beverage companies voluntarily agree to eliminate the 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 paid media outlets such as TV, radio, print, Internet, phone messaging and cinema (including product placement).

As part of the Guidelines, ICBA will also review other forms of marketing, including sponsorships, presence in schools, and point-of sale promotions by the end of 2009.

The policy does not cover water, juices and dairy-based beverages, as these segments are not represented by all ICBA members.

The ICBA intends to issue its first report on the implementation of the Guidelines by the end of 2009.

“The non-alcoholic beverage industry produces a wide variety of beverages, all of which can be part of a healthy lifestyle,” Beaumont said. “However, as parents and grandparents ourselves, we recognize that children may be more susceptible to marketing campaigns and may not always be able to make the right dietary choices for themselves. Parents are telling us they want to be the gatekeepers. We are listening and want to protect their role so that we can work together to help teach children around the world how to make more informed choices.”

These Guidelines were developed within the framework of a wider food and drinks industry commitment to collaborate with the World Health Organization (WHO) and other stakeholders to help implement the 2004 WHO Global Strategy on Diet, Physical Activity and Health. They are the first, sector-specific step in a broader movement that will include a variety of initiatives and a large number of food and beverage partners.

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The International Council of Beverages Associations was established in 1995 to represent the beverage industry on a global level. The ICBA ensures the monitoring of issues which affect the beverage industry on a Codex Alimentarius level and that these issues are pursued with one voice whenever necessary. The Council also represents the beverage industry's interest pertaining to packaging, including waste management, recycling, safety and any potential limitations which may be prescribed therein.