Key Topics

Marketing to Children


ICBA members have enhanced their guidelines on marketing to children. The new guidelines say that there will be no marketing communications where 35 percent or more of the audience consists of children under the age of 12. This commitment enhances a groundbreaking decision by ICBA in 2008 covering marketing communications where 50 percent or more of the audience is children under the age of 12. In addition, under the enhanced guidelines, members agree not to engage in marketing communications to children in primary schools.

The ICBA Guidelines on Marketing to Children, implemented voluntarily by ICBA members’ companies, have helped transform the landscape of children’s advertising, ensuring parents and caregivers are better able to determine what is appropriate for their children to have. With this step, beverage companies recognize that more care must be taken to restrict advertising to children.


ICBA Members’ Marketing Guidelines