BUSINESS: 470 PRACTICES
Coca-Cola Hellas is a subsidiary of The Coca-Cola Company responsible for Greece, Cyprus and Malta, providing strategic consulting services for marketing, promotion, market research, advertising and brand reputation.
Read more: www.coca-cola.gr
In accordance with The Coca-Cola Company’s global Responsible Marketing Policy, the Company has been committed to adopting responsible marketing strategies for over 50 years now and thus does not promote its products to children under the age of 12. By doing so, it shows its respect for the role that parents and guardians have as the persons responsible for deciding what their children consume.
Parents / guardians of children under the age of 12.
The Responsible Marketing Policy of The Coca-Cola Company for children under the age of 12 has been in place for more than 50 years.
Adhering to its Responsible Marketing Policy, The Coca-Cola Company does not advertise on any media or programs addressed exclusively to children under the age of 12. These include TV shows, printed and online media, social media, movies, mobile apps and e-mail marketing. The Coca-Cola Company defines the media targeting directly the under-12 segment as those where children under 12 years old make up at least 35% of their audience.
In line with this commitment, The Coca-Cola Company does not use:
In addition, The Coca-Cola Company fully respects the learning environment in schools worldwide. Thus, it does not provide its products for sale in primary schools, except where requested by the school authorities and following a mutual arrangement. In these cases, the Company responds by offering a selection of its products that includes, among others, water, juices and other beverages with low or zero calories.
In that same spirit, The Coca-Cola Company fully supports the absence of all advertising in primary school classrooms. The Company supports educational and other programs for children in local communities around the world. In these cases, where, for instance, it contributes to the construction of a school, its name should be stated simply to show that it has contributed to funding the construction and not for advertising purposes.
The Coca-Cola Company is a member of numerous Food and Drinks Industry Associations around the world, which adhere to specific Responsible Marketing commitments, such as the Union of European Soft Drinks Associations (UNESDA). The Company makes use of the research carried out by independent companies on behalf of UNESDA. This research shows the industry’s level of compliance with UNESDA’s Responsible Marketing commitments, which are similar to those made by Coca-Cola. The latest such study, which covers the 2012-2013 period, showed that 99.35% of UNESDA members do not place advertisements in programs where at least 35% of the audience is made up of children under 12 years old.
The commitment of The Coca-Cola Company to Responsible Marketing applies worldwide and is implemented irrespective of the legal, social or cultural differences between countries.
This is an internal policy of The Coca-Cola Company, which is applied worldwide.
In addition to maintaining the high quality of its products, The Coca-Cola Company places equal emphasis on maintaining the responsible two-way relationship it has with its consumers for more than 100 years now.
In this respect, the Responsible Marketing Policy for children under the age of 12 is tangible evidence of the corporate responsibility of this global company, something that consumers understand and acknowledge, rewarding the Company with their trust.
No Connection with Global Goals found