A number of leading brands have come together to make sure they are marketing to children in a responsible way.

Organisations including Coca-Cola, Ferrero, Kellogg, Mars and McDonald’s are members of the International Food & Beverage Alliance (IFBA).

As a result, they have already pledged to promote products to youngsters on television, the internet and in print publications only if they meet certain nutritional criteria.

This has been an effective way of demonstrating to the wider public that they are keen to encourage healthy lifestyles and want to help tackle what some regard as an obesity epidemic in various countries, such as the UK.

The chief executives of these organisations have now agreed to apply this marketing principle more widely, so the same restrictions will apply to media including cinema ads, mobile content and direct marketing material.

Consumers can therefore be assured that they genuinely regard issues such as public health as a key priority.

Stephan Loerke, managing director of the World Federation of Advertisers, commented: “The major food and beverage companies have strict controls in place on how they communicate with younger audiences.”

“This latest strengthening of the IFBA global policy demonstrates the extent to which IFBA members are taking their responsibilities seriously when it comes to marketing to children.”

Ferrero, General Mills, Grupo Bimbo, Mondelez International, Nestle, PepsiCo and Unilever are the other brands to make the same commitment regarding promoting products to youngsters.

Coca-Cola, McDonald’s, NestlĂ© and more commit to greater restrictions on advertising to children, The Drum

Posted by Robin McCrink