Coca-Cola Responsible Marketing
Tuesday, December 30, 2008
The Coca-Cola Company is steeped in history and tradition, where heritage is honored and values are respected. We are a global family of people working together to bring your family a wide array of beverage choices to meet your beverage needs each and every day.
We are honored that for over a century, we have been invited to be a part of your everyday lives; from your simplest routines to your social celebrations. You have trusted our products and brought them in to your home to be enjoyed by the whole family. Your right as a parent or caregiver to make the appropriate choices for your children is at the cornerstone of our "Responsible Marketing Practices -- Advertising and Marketing to Children." While this policy has been in effect for our sparkling, full calorie soft drinks for more than half a century, our efforts continue to change in step with consumers' needs and the marketplace. We know that children are increasingly exposed to marketing messages across more mediums and your need for greater control and guidance has been heightened. It is for this reason that we have broadened our "Advertising and Marketing to Children Policy" to include all of our beverages, so that children under the age of 12 will not be directly targeted by any of our marketing messages in traditional advertising mediums, nor will they be shown drinking any of our products outside of the presence of a parent or a caregiver.
The Coca-Cola Company respects and supports your role as a parent and a caregiver. We also acknowledge that as an informed parent or caregiver, you are best equipped to make the right dietary choices for your children. We believe that by providing you with easy-to-access nutritional information both on our product labels and online, as well as providing you with portion control sizes for all occasions, you have the necessary tools to make informed choices. View product nutritional information for a variety of our products. Your guidance in helping your children make appropriate choices during the many occasions of their day, will enable them to make more informed choices for themselves in the future. Learn answers to children's health questions and the role of beverages.
The Coca-Cola Company's "Advertising and Marketing to Children Policy" is applied to all marketing mediums where targeted demographic tracking is available: television, radio, print, the Internet and mobile phones. The Coca-Cola Company also makes every attempt to avoid directly targeting children in other areas where parents may not be present to supervise, such as schools.
As a global company, The Coca-Cola Company also makes every effort to adhere to the local, cultural, political and religious requirements in every market that we serve. We are committed to monitoring this policy to ensure it is responsive to the needs and requests of parents and caregivers, and reflective of the ever changing marketplace. We have advocated with the entire non-alcoholic beverage industry worldwide to follow the same approach and are delighted that a set of Guidelines consistent with our policy has been adopted by the International Council of Beverage Associations. We will work at creating an independent monitoring mechanism together with other willing partners, peers and competitors. View the ICBA Guidelines.
source: http://www.thecoca-colacompany.com
Label: marketing, responsible
