PepsiCo, The Coca-Cola Co sign child marketing code

PepsiCo, The Coca-Cola Co sign child marketing code

PepsiCo India has welcomed the industry-wide decision to create a self-regulatory code to monitor advertising and marketing to children under 12 years of age. 

PepsiCo has joined The Coca-Cola Co and food companies Kellogg’s, Mars International, General Mills and Hindustan Unilever in signing the code.

Deepika Warrier, PepsiCo India marketing director, told just-drinks today (21 July) that the voluntary measures were an excellent example of industry “self regulation practices”.

She said she was confident that the code, which prevents marketing around programmes and events where more than half of the audience is under 12 years old, “will help to further promote dietary choices and a more active lifestyle amongst children”.

However, an independent television marketing executive in Delhi warned just-drinks that the code could be circumvented by altering product formulas.

The code excludes products that “fulfill specific nutrition criteria based on scientific evidence and ... dietary guidelines”, the executive said.