The world's biggest soft drinks company has decided that all Coca-Cola brands -- including Diet Coke, Fanta and Sprite in the UK -- should not be directly marketed to under-12s because of concerns over sugary drinks' contribution to child obesity.
The self-imposed edict means that Coke brands will not be advertised during children's TV programmes and will no longer be marketed through promotions targeted exclusively at primary school children, unless there is an educational or physical benefit.
Coca-Cola GB communications director Martin Norris said Coke's tie-up with the Harry Potter franchise would continue because it was aimed at improving literacy.
Earlier this week, Coke announced it is introducing a schools marketing framework in the US called 'Model Guidelines for School Beverage Partnerships'. The document demands that schools carrying Coke products should offer pure juices and water alongside carbonated drinks, while fizzy products should not be accessible during the school day.
Coke does not have vending machines in UK primary schools, said Norris, though he added that it was possible that some of the US guidelines will be introduced here.
There is no sign, however, that Coke brands will disappear from the lives of UK schoolchildren. Extensive investment in schools football will continue and a £270,000 sponsorship deal was signed last week with the English Speaking Union that will aim to help students improve their debating skills.
Coke's third-quarter financial results revealed that the launch of Vanilla Coke had driven a 9% rise in the sales of Coke-branded products.
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