Unesda, the Union of European Beverages Associations, whose members include Cadbury Schweppes, Coca Cola and PepsiCo, last week agreed to a voluntary ban on advertising to children under 12.
Stephen Kehoe, a PepsiCo Europe executive and chair of Unesda, said, 'This is the fist time that the major beverage producers in Europe have come together to define their commitments related to responsible sales and marketing practices, especially to children and schools.'
The plans include not putting 'any marketing communication in printed media, on websites or during broadcast programmes specifically aimed at children'. Vending machines will not be installed in primary schools except at the request of school authorities.
Manufacturers will also 'avoid any direct appeal to children to persuade parents or other adults to buy products for them' or to do anything else against the wishes of a parent or educator.
