Drinks companies told to limit soft drink advertising

The subject of obesity has dominated the industry over the past few years, as increasing pressure has mounted to try and curb products which are high in salt, sugar or fat. A report published in November by the Center for Disease Control and Prevention (CDC) revealed more than 72m people in the US are obese. While the level is still alarming and needs to be tackled, these figures were the first time in 25 years obesity did not rise, CDC said. Soft drinks can be high in sugar, but a report in September by the International Journal of Food Sciences and Nutrition​ found that​ consumption of them was not by itself a significant contributor for rising obesity levels in the UK. The consumer organizations' letters called on Coca-Cola and PepsiCo to stop all marketing of sugar-laden or caffeinated beverages to children under 16. They also ask to:

• Stop selling sweetened beverages, including sports drinks and non-carbonated fruit-flavored beverages and teas in all public and private schools;

• Prominently display the calorie content per serving on the front labels of containers;

• Limit sponsorships promoting physical activity and health to blind trusts overseen by government agencies.

Earlier last month major global food companies signed a pledge to stop advertising 'junk' food to children under 12, in an effort to self-regulate and avoid a ban being imposed by the European Commission. The pledge has been signed by ten companies, including Coca-Cola and PepsiCo, and covers television, print and internet advertising. The exact wording of the pledge has not been seen by FoodNavigator-USA. In the UK, the first phase of the television advertising restrictions, relating to advertising of high fat, sugar and salt (HFSS) foods around programmes aimed at the under-10s came into force last April. The second stage, prohibiting such advertisements in or around programmes made for, came into force on January 1. Mexican consumer group El Poder del Consumidor has cited an elementary school nutrition campaign sponsored by Coke that portrays Coca-Cola as one of several beverages that can be used for hydration after physical activity. The campaign's organizers say there are similarly misleading marketing efforts by Coca-Cola or PepsiCo in other countries. Other groups are worried soft-drinks will help obesity levels rise in new countires. Natsuko Kumasawa, director of the Global Dump Soft Drinks campaign for Japan and East Asia, said: "Obesity rates in Japan are relatively low but Coca-Cola is promoting sugary teas and other pre-sweetened beverages that threaten traditional dietary patterns. ​ ​"We want to stop this trend before more serious problems occur."​ ​ Letters to both companies are the latest in the Global Dump Soft Drinks campaign launched last year. As part of the international effort, national campaigns have been launched around the world. Campaigns around the world have taken off in India, Malaysia and Sweden Mexico, Australia, Uganda, and Canada. While cutting intake of salt, sugar and fat from the diet is important to reducing obesity levels, education on good eating habits and exercise are also needed.