The new guidelines set by The Union of European Beverages Associations (UNESDA) call out for responsible digital marketing.

The initiative is aiming to ensure that online content and related technologies are designed for visitors over the age of 12, The Marketing Week reports.

Independently audited data will be used to confirm that website traffic meets the set criteria.

According to the UNESDA, new technologies and growing experience in the online market have allowed tangible steps to be defined in extending the existing guidelines to digital marketing.

The industry agreed in 2006 that no direct targeting for children under the age of 12 was to be made in advertising the products.

Stephen Loerke, managing director of the World Federation of Advertisers welcomed the UNESDA initiative.

He said: “It [the new guidelines] recognises the importance of ensuring that self-regulation remains effective and relevant for digital marketing communications.”

The new guidelines have been signed by The Coca-Cola Company, Coca-Cola Enterprises, Coca-Cola Hellenic, The Gerber Emig Group Ltd, GlaxoSmithKline, Orangina Group and PepsiCo.

Source: The Marketing Week