We understand the responsibilities that come along with children’s advertising so we have voluntary agreed not to advertise soft drinks or juice-based drinks to audiences under the age of 12. Under our Guidelines on Marketing to Children adopted in 2008, our companies agreed to only advertise 100% juice, water and milk-based drinks to this audience.

These guidelines apply to a comprehensive list of media, including television, radio, print, Internet, phone messaging and cinema and product placement. The U.S. policy also extends to elementary and middle schools, where we have committed to not market any brands.

These guidelines have helped transform the landscape of children’s advertising, ensuring parents and caregivers are better able to determine what is appropriate for their children. With this step, beverage companies recognize that more care must be taken to restrict advertising to children.