The Coca-Cola Co. and PepsiCo, the two largest global beverage companies, have agreed to implement the guidelines in all countries around the world by the end of 2008, the ICBA said.
The ICBA guidelines on Marketing to Children state that beverage companies voluntarily agree to eliminate the advertising and marketing of a wide range of beverages, including carbonated soft drinks, to any audience that is comprised predominantly of children under 12. The policy applies to TV, radio, print, Internet, phone messaging and cinema (including product placement).