Coca-Cola has promised to not target children under 12 years old in its advertising in an attempt to be a responsible global corporate citizen in the face of the obesity epidemic. But it has left the door open for some ambiguity.
Under its 'Coming Together' banner, which is the company's initiative to combat health issues, Coca-Cola has developed guidelines in regards to children and advertising. It said it will not advertise to children under 12-years old which included placing ads in media where the more than 35% of the audience is under 12.
The policy was already in place in some markets including the US and Australia, but has now been expanded globally. It includes TV, radio, print, and, where possible, digital.
It will also work with external organisations to monitor its advertising and marketing.
Additionally, it announced three other global business commitments including low- or no-calorie options, transparent nutritional information and supporting physical activity programs.
The Coca-Cola Company chairman and chief executive Muhtar Kent said: “Obesity is today's most challenging health issue, affecting nearly every family and community across the globe. It is a global societal problem which will take all of us working together and doing our part. We are committed to being part of the solution, working closely with partners from business, government and civil society. Today's announcement is another step forward on our journey, as we take action with scale and reach across every country and continent where we operate.”
Junk food advertising to children remains a contentious issue in Australia, with regulations in place to limit children's exposure to such content.
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