Coca-Cola pledges not to market soft drinks to children under 12. The Center for Science in the Public Interest (CSPI), a Washington-based consumer watchdog, decided to decided to investigate the extent to which Coke actually keeps to this commitment in the US. The results are published in a new report called Marketing Coke to Kids: Broken Pledges, Unhealthy Children.
As the title suggests, the CSPI finds Coke’s pledge to be riddled with loopholes. For example, the company claims not to advertise on children’s television — but it reaches millions of children on family-oriented television, as long as kids under 12 don’t make up more than 35% of the audience.
Although the report's findings apply to the US market, they undoubtedly have parallels in the rest of the world. Coca-Cola invests billions of dollars in advertising and other forms of marketing globally every year, notwithstanding the fact, as the CSPI points out, that its sugary drinks contribute to tooth decay, weight gain and obesity, diabetes, and heart disease.
To boost sales, the company uses traditional media advertising, as well as videos and 'advergames' on the internet, marketing in theme parks, licensing of its logos for toys, product placements on television and tie-ins with Hollywood films, Facebook and other social media, apps, and sponsorships with sports teams and entertainers. Some of that marketing is aimed at young children, and while much of the rest may be intended primarily for the general public or teenagers, it is still highly attractive to young children.
Read the full report here, and find out about more here about Sustain's campaign on children's food, marketing and the successful campaign for a sugary drinks tax. You can also respond to the consultation by the Committee for Advertising Practice, who are reviewing junk food advertising on non broadcast media (to children).
Sustain: Sustain The alliance for better food and farming advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, enrich society and culture and promote equity.
