Drinks firms to end ads for children

COCA-COLA, Pepsi and other soft drinks manufacturers have agreed to end the targeting of young children in their marketing campaigns in Europe as part of a European Union drive to fight rising obesity among youngsters.

The decision was announced by UNESDA, a federation of drinks makers in Europe that includes Coca-Cola, Pepsi Beverages Europe, Unilever and Cadbury Schweppes.

The companies commit not to place advertisements targeting children under 12 and to halt any sales in primary schools unless requested by school authorities.

In secondary schools, they agree that fizzy drinks should be offered only alongside water, juices and calorie-free drinks and in unbranded machines.

Additionally, the producers agreed to improve nutritional information on drinks packaging.

“The European non-alcoholic beverage industry is determined to play its part,” said Dominique Reiniche, president of UNESDA.

EU Health Commissioner Markos Kyprianou recently warned that obesity had become one of the leading causes of avoidable death in Europe with more than 400,000 children estimated to become overweight every year.