The Coca-Cola System offers people around the world a wide range of refreshing beverages to meet the needs of people of all ages and lifestyles, including diet and regular sparkling beverages, fruit juices, fruit drinks, water, coffees, teas, sports drinks and dairy-based drinks. We are committed to offering people the beverage choices that suit their needs.
The Coca-Cola System respects and supports the primary role that parents, guardians and other caregivers play in the broad range of decisions affecting the lives of young children, including choices about diet and lifestyle. Consequently, we believe that decisions about the beverages that children drink should belong to those most responsible for their care. Based on that belief, we now reaffirm and update the following Marketing to Children Policy (click link below to download).
TCCC Responsible Marketing Policy
In keeping with a long standing policy, the Coca-Cola System in Australia and New Zealand along with our bottling partners, do not aim or direct any media marketing activity from any source to children under the age of 12. The intent of this policy is to impose limitations and conditions on marketing to children under 12 and to prevent interference with parental guidance with regard to diet. This policy is not intended to prevent the Company or our local bottlers from engaging in advertising or promotional efforts directed to activities of a family nature.
There is also no objection to offering school children under 12 years of age tours or visits to a local production facility, or to depicting children under 12 years of age participating in such tours or visits. This is providing information about our business as distinguished from a direct advertisement.
The Coca-Cola System will adhere to the following guidelines:
No direct marketing to children under 12:
- Specifically this means we will not advertise in any media which directly targets children under 12, including TV shows and cartoons, print media, websites, social media, movies and SMS/email marketing
- Marketing or advertising for products bearing trademarks owned by the Coca-Cola Company, such as clothing, toys, novelties and collectibles, are subject to these same guidelines.
- We will not show children under 12 in advertising or promotional materials consuming the Company’s beverages. It is acceptable to market brands that appeal to children, as long as marketing efforts for those brands are directed to their parents or those responsible for their care.
Company-sponsored sampling events will be directed to people over the age of 12. While sampling of our beverages to young children in the presence and with the support of a parent or other responsible adult is acceptable, sampling personnel will not provide samples to unsupervised children under 12.
- We will not promote our brands to children under 12 in schools and will respect their classroom as a commercial-free zone. This is not intended to prevent the Company or our local bottlers from offering appropriate added-value programs to schools that encourage physical activity, academic achievement and positive youth development. In keeping with this policy, any Company or bottler added-value programs in primary schools will not carry product branding.
Last updated September 2014