International Council of Beverages Associations Adopts Groundbreaking Guidelines on Marketing to Children

WASHINGTON, May 20 /PRNewswire-USNewswire/ —
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
American Beverage Association (ABA) supports this action and will
promote its voluntary implementation by its corporate members.

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

“Adopting robust guidelines such as these broadens our industry’s
commitment to providing meaningful leadership around the world,” said
Susan Neely, president and CEO of the ABA. “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

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,” Ms. Neely
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

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.

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.