responsible sales & marketing
Marketing to Children Policy
At the very heart of our long standing commitment on marketing to children is the belief that parents should be able to choose the drinks that they believe are right for their own families.
We have taken a strong self-regulation position on this issue for many years and we are continually reviewing and improving our policies to keep up to date with the fast changing marketing environment.
We also work hard to ensure that our customers follow similar guidelines when they feature our products in their own communications.
We welcome the clarication that (the UK’s communications regulator) and the Advertising Standards Authority’s Committee on Advertising Practice have recently provided regarding restrictions on advertising of food and drink products to children on TV and within the non-broadcast environment.
What this means in practice
We ensure that we adhere to these new restrictions at all times. In practice this means that:
- We do not advertise on children’s TV channels, such as Nickelodeon or CiTV.
- We do not advertise during TV programmes whose audience predominantly consists of under-16s, or that are likely to be of particular appeal to children under 16. However, you may see our products advertised at times when families are more likely to be viewing together. We use an established industry tool which measures audience composition and guides us in our placing of advertising.
- We do not use celebrity or personality endorsements or licensed characters (e.g. animated cartoon characters) within any of our marketing which might have strong appeal to children under 16.
- Our media use is audited externally and independently to ensure compliance with these commitments.
- In addition we’ve been listening to parents’ concerns about advances in online marketing and have updated our marketing to children commitment as a result.
- We work in partnership with specialist agencies, internet marketing regulatory bodies (including IASH, which encourages online best practice) and the Internet Advertising Bureau to ensure that our online marketing adheres consistently with our commitments.
