Europe-wide digital guidelines gain signatories

Europe-wide digital guidelines gain signatories

The Union of European Beverages Associations (UNESDA) has introduced a set of digital marketing guidelines for its members.

The trade body, which represents non-alcoholic beverage companies across Europe, said earlier this week that the guidelines extend into the digital sphere the commitments made by the industry in January 2006. Signatories have committed not to directly target children under the age of 12 in its advertising on TV, radio, in print or online and to not offer products for sale in primary schools across the 27 EU nations.

Measures include ensuring that internet sites, content and related technologies are designed for visitors over the age of 12, that firms will apply the minimum 50% over-12 audience threshold to all placements online and will only advertise on third party sites accordingly. Signatories have also committed to use independently audited data to confirm that site traffic meets these criteria and will brief their agencies accordingly.

The guidelines have been signed by seven UNESDA corporate members: The Coca-Cola Co, Coca-Cola Enterprises, Coca-Cola Hellenic, The Gerber Emig Group, GlaxoSmithKline, Orangina Group and PepsiCo. They will be implemented across the seven companies by the end of this year.

“These new guidelines recognise that digital communications on the internet play an increasingly important role in the marketing mix of our non-alcoholic beverage brands,” said UNESDA's president, Luis Bach.

“We are committed to self-regulation as a fast and effective way to demonstrate that we are a responsible industry while also enabling us to use innovative and effective communications.”

The guidelines apply to all digital marketing communications media purchasing in Europe as well as to all brand and corporate sites.