Coca-Cola to Slash Marketing to Kids Below 12 Years Old as Part of Anti-Global Obesity Pledge

In a move that coincides with its 127th anniversary, Coca-Cola promises an end to advertising to kids who are under 12 years old. The company intends to put this policy into effect in a total of 200 countries. Coca-Cola has already put this in effect in the United Kingdom in 2009. Coca-Cola also pledges to provide low-calorie and zero-calorie drinks in every nation in the world that it operates in. Furthermore, the company says it would encourage and support programs that promote physical activity in children.

Coca-Cola for a healthier lifestyle

Steve Cahillane of Coca-Cola Americas said that the company would make lower calorie drinks and provide clear calorie labels available worldwide. This is in response to critics who have been claiming that the beverage is packed with calorie that cause people to keep gaining pounds. Sugary drinks have been identified as the culprit behind many people and children getting fat and obese. There are studies showing that sugary beverages cause people to gain weight no matter what their behavior. More than 33,000 Americans were involved in a 10-year research that associates sugary drinks with genes that enhance the risk of obesity in those who have genetic tendencies to developing it.

The Coca-Cola Company already has an offering of diet drinks in the market although in emerging markets such as India and China diet products are not always available. It is keen on promoting its drink as a key component of a healthy lifestyle, though the company has not yet publicized the details of the plan. In the early part of this year, the United States saw its first television advertisement on its wide range of lower-calorie offerings. CEO Muhtar Kent and the other executives are still standing by the full-calorie products that they have on the market.

Obesity rates in developed nations

One of the factors that have been identified as contributory to the increase in the obesity rates of developed nations is the availability of packaged foods. In emerging economies today, the middle class is rapidly growing at an exponential rate. And now that they have access to better salaries, more and more families are choosing to settle in cities where packaged foods are more accessible. This shift in the population density would also increase the opportunity for Coca-Cola and other companies to market to more and more people who can afford their products.

Coca-Cola is nevertheless intent on improving its reputation by playing a role in the global problem of obesity. Chairman and CEO Muhtar Kent said that the company wants to become part of the solution.

The problem of obesity

Coca-Cola CEO Kent declared that obesity is a global problem that assails our society today. It is the most challenging health issue that involves many families and communities the world over. Kent believes that the steps Coca-Cola is making would be creating awareness on nurturing healthy lifestyles for everybody.

The multinational company, Coca-Cola, which is based in Atlanta, Georgia has released an advertisement that mentions obesity earlier in the year. This particular advert is the first in the history of beverage marketing to directly address obesity.

Photo Credit: Coca-Cola Ad