Coca-Cola Great Britain Unveils Responsible Marketing Charter
Coca-Cola Great Britain (CCGB) has unveiled it's 'Responsible Marketing Charter' - a set of principles setting out its common sense and realistic approach to responsible marketing. Building on it's longstanding commitments in this area, Coca-Cola aims to build authority, lead by example and positively contribute to the responsible marketing debate.
Following parents' concerns about the way their children are marketed to through digital channels, the Charter's comprehensive commitments to online and digital marketing includes a new industry-leading template which gauges the suitability of websites for marketing campaigns.
The Charter sets out commitments to promote a choice of soft drinks, to use brands as role models for encouraging young people to be more physically active, and running campaigns to promote the positive role soft drinks can play as credible alternatives to alcohol. It includes a pledge to hold Coca-Cola Great Britain and its partners accountable for adhering to its principles and independent auditing of the commitments, where practicable, will take place.
Coca-Cola Great Britain will also be launching a responsible marketing network in partnership with the International Business Leaders Forum to bring together responsible marketing practitioners to share latest thinking, best practice and to problem solve together.
Sanjay Guha, President of Coca-Cola Great Britain, says: "Fundamentally, the Charter explains that we do not target the marketing of any of our drinks to children under the age of 12. But we are going further by being explicit about how our responsible marketing principles work in practice. It is part of our belief in the need to be transparent and accountable. We urge other companies to do the same."
Cathryn Sleight, Marketing Director of Coca-Cola Great Britain, says: "We've decided to launch the Charter now as a response to increased public debate and, indeed parental concern, about online and digital media. The way we communicate with each other - as individuals and between businesses and our consumers - has been transformed.
"We hope the Charter will provide re-assurance and show we want to lead by example and positively contribute to the responsible marketing debate. We believe our Charter is an example of the kind of realistic, common sense, collaborative and open approach that is needed."
Coca-Cola Great Britain has developed this Responsible Marketing Charter specifically for the GB market, but did so building on The Company's longstanding European and global commitments.
To view the full Charter, click here. For a condensed version of the Charter, click here.
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