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We have long been a leader in the area of responsible marketing, particularly with regard to marketing in media that may be seen or heard by children under age 12. Our policy has evolved as media, society and our product offerings have evolved, but the core of our policy has not:  We believe parents and caregivers are in the best position to make decisions about what children eat and drink.

We do not show children drinking any of our products outside the presence of a parent or caregiver and we do not directly target children younger than 12 in our marketing messages or our advertising in children’s programming.  Additionally, we do not directly market in primary schools.

In 2010, we evolved our global Responsible Marketing Policy and redefined the appropriate audience threshold for what constitutes children’s programming. We shifted the threshold for children’s programming from audiences that are more than 50 percent children younger than 12 years of age to audiences that are more than 35 percent children younger than 12.  This means we will not buy advertising directly targeted at audiences that are more than 35 percent children younger than 12.  Our policy applies to all of our beverages and the media outlets we use, including television, radio, print and, where data are available, Internet and mobile phones.

Responsible Advertising To Children In Singapore

In October 2012, Coca-Cola together with 13 other food companies in Singapore signed the “Responsible Advertising to Children” pledge.  This voluntary framework has been developed with the aim of helping to support healthy lifestyles. It also aims to reassure consumers that advertisers are behaving responsibly, while providing a transparent process for the monitoring and review of advertising practices. 

 

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