PepsiCo and Coca-Cola have voluntarily banned adverts targeting or featuring children in India, according to reports. The Economic Times said late last week that the two drinks giants have made the move as a precursor to the European Union's impending guidelines for mass marketed food.

Coca-Cola India claims that it is voluntarily implementing a Child Marketing Policy that bars adverts featuring children below the age of 12, the paper said. The policy says that promotions cannot directly target children and the company will refrain from promoting its products in schools.

At the same time, the newspaper said, PepsiCo India said it will come out with full disclosure of content and calories in each product before the year-end.

While the EU is in the process of preparing exhaustive guidelines for all food and beverage companies, the Economic Times said, it is expected that India may follow those norms voluntarily as well.