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International Council of Beverages Associations adopts guidelines on marketing to children
Date: 20/05/2008
On 20 May, the International Council of Beverages Associations (ICBA), a global trade association representing the non-alcoholic beverage industry, adopted a set of guidelines on marketing to children. Under the new guidelines, members agree to cease marketing their products to audiences which comprise more than 50% of children under the age of 12. The guidelines apply to all media including broadcast and internet, but do not apply to water, juices and dairy-based beverages.
The marketing guidelines comprise the following commitments:
- "All companies undersigning this declaration commit, for the product categories mentioned below, not to place any marketing communication in any paid, third party media whose audience consists of 50% or more of children under the age of 12. This covers broadcast (TV and radio), print and digital media (including internet and phone messaging) as well as cinema (including product placement). To demonstrate their commitment, companies will communicate their implementation plans.
- This commitment applies 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. The commitment also excludes products specifically formulated to address critical nutritional deficiencies and which, with the agreement of national authorities, may be part of a campaign to improve children's health.
- The commitment is intended to address commercial practices with respect to children under age of 12.
- ICBA members commit to involving third parties in the process of ensuring compliance with these commitments. We intend to issue our first report on the implementation of these guidelines by the end of 2009.
- We recognize the need to review other forms of marketing practices (including the use of licensed characters, sponsorships and other forms of marketing communications) in channels which are predominantly related to children under 12 (e.g. primary schools). We will undertake this work by the end of 2009."
Source: Advertising Education Forum
WFA closely monitors developments related to marketing to children and updates members of the Responsible Advertising and Children Programme where relevant. For more information please contact [email protected]
