Marketing To Children
In 2008, ICBA and its members adopted the ICBA Marketing to Children Guidelines.
The ICBA Guidelines on Marketing to Children include a commitment by the companies undersigning the agreement not to place any marketing communication in any paid, third party media whose audience consists of 50 percent or more of children under the age of 12. This commitment covers broadcast (TV and radio), print and digital media (including Internet and phone messages), and cinema (including product placement). The Guidelines apply to all non-alcoholic beverages other than water (mineral, source and purified), fruit juice and dairy-based beverages, as such segments are not covered by all ICBA members. To read the full ICBA Guidelines on Marketing to Children, please click here.
In adopting the Guidelines, ICBA members committed to public reporting on implementation. In November 2009, The Coca-Cola Company and PepsiCo commissioned an independent report on their adherence to the Guidelines. The report included studies of all media outlined in the Guidelines, including television, print and Internet. The report outlines the successful implementation of the Guidelines around the world. To read the full report, please click here.
Documents
- ICBA Guidelines on Marketing to Children
- 2009 ICBA Global Marketing to Children Compliance Report
- 2010 ICBA Global Marketing to Children Compliance Report