Coke Promises To End Advertising Aimed At Children
Coca-Cola is to stop aiming its television commercials at children under the age of twelve, amid increasing calls for a ban on food and drink advertising to combat the growing problem of obesity.
The world’s largest soft drinks company confirmed yesterday that it had abandoned the so-called pester power strategy that tempts children to pressure their parents in to making purchasing decisions.
The move will bring an end to commercials for brands such as Coke, Diet Coke, Fanta, Oasis and Sprite during television programmes aimed at youngsters. It follows research which shows that children are strongly influenced by ads promoting sugary soft drinks, sweets and snacks (see Junk Food Ads Found To Influence Children’s Diets).
Commeting on the decision, Martin Norris, communications director of Coca-Cola UK, said: “While we believe our brands are appropriate for all ages, we recognise that in the case of children under 12 the responsibility for consumption should be left in the hands of parents and guardian.”
The move has been welcomed by Labour MP, Debra Shipley, who recently re-introduced a ten minute rule bill aimed at banning the advertising of all fast food and drinks during pre-school television programmes.
She said: “At last a manufacturer is recognising this is a problem. However, there remains a good need for legislation to prevent companies who continue to ruthlessly and aggressively target young children on television.”
Food giant Heinz is also understood to have announced plans to ban advertising to pre-school children following a review of its global marketing strategy. It will also stop using its brand names or trademarks on products aimed directly at youngsters.
Calls for restrictions to be applied to fast food advertising have intensified recently and an influential medical journal last week called on the Government to ban celebrities such as Gary Lineker and David Beckham from promoting unhealthy food.
However, the advertising industry has warned the Government against combating the growing problem of obesity with such a ban and has called instead for a long running campaign to promote healthier lifestyles (see Advertisers Warn Against Ban On Fast Food Commercials).
Food Standards Agency: 020 7276 8000 www.foodstandards.gov.uk
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