Responsible Marketing Commitment

Coca-Cola, Dr Pepper and Pepsi understand the responsibilities associated with marketing to children. Under a Global Marketing Policy for Children adopted in 2008, when it comes to audiences under the age of 12, we only advertise 100% juice, water and milk-based drinks, not soft drinks or juice-based drinks. This policy applies to a comprehensive list of media, including television, radio, print, Internet, phone messaging and cinema—including product placement. U.S. policy also extends to elementary and middle schools, where we have committed to not market any brands.

Default Beverages in
Children’s Meals

America’s beverage companies understand that parents know best when it comes to making food and beverage choices for their kids. And parents have made clear that they prefer water, milk or juice for their youngest children. That’s why we’re committed to working with restaurants across the country that want to adopt these options as the default beverages in children’s meals:


  • Water – Water, sparkling water or flavored water, with no added natural or artificial sweeteners.
  • Milk – Flavored or unflavored nonfat or low-fat (1%) dairy milk or nutritionally equivalent non-dairy beverage (i.e. soy milk), in a serving size of 8 ounces or less.
  • Juice – 100% fruit or vegetable juice, or fruit/vegetable juice combined with water or carbonated water, with no added natural or artificial sweeteners, in a serving size of 8 ounces or less.

Promoting Better Nutrition

The beverage companies were among the first to sign on to the Children’s Food and Beverage Advertising Initiative. The Initiative increases the percentage of advertising aimed at audiences under 12 for products meeting defined nutrition standards. Compliance with the Initiative is tracked and reported annually by an independent third party.

“The participating companies’ commitments are making a positive impact on the children’s food advertising landscape.”

— Children’s Food & Beverage Advertising Initiative in Action, Report on Compliance and Progress

Cutting Sugar in the American Diet

The beverage industry’s Balance Calories Initiative works to reduce beverage calories an additional 20% per person by 2025.

Find out how

Introducing More Choices

Coca-Cola, Dr Pepper, and Pepsi have introduced more products with less sugar or no sugar at all.


Removing Calories from Schools

See the results of our voluntary efforts to remove full-calorie soft drinks from schools.

See results