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PRESS RELEASE: 04.01.2007

Shared guidelines

Drinks industry restricts marketing of soft drinks to children

A year ago, Finland’s major soft drinks manufacturers agreed to the shared guidelines on responsible sales and marketing practices drawn up by UNESDA, the industry’s European parent organization. The industry has been fulfilling its obligations to carry out measures targeted to prevent an increase in childhood obesity. A particular target has been commercial activity in schools. Vending machines will not be supplied to primary schools, and only to secondary schools upon request. By the end of 2007, advertisements will be removed from secondary school vending machines, which will offer a selection consisting of at least fifty per cent sugar-free drinks. Soft drinks will not be marketed to children under 12 in Finland.

The European guidelines agreed to a year ago include the following measures:

  • no commercial activity in primary schools
  • broader ranges and smaller sizes of drinks for secondary and high schools
  • no advertising targeted at children under 12
  • removal of advertisements from secondary school vending machines
  • improved package labelling, testing the introduction of GDA (Guideline Daily Amount) labelling
  • increased proportion of low-calorie drinks available
  • increased availability of smaller sized drinks

Companies who signed the agreement in Finland were the members of the Federation of the Brewing and Soft Drinks Industry, Coca-Cola Finland Oy and PepsiCo Nordic Finland.

Over 60% of school vending machines already unbranded
The drinks industry recognises schools as a special business area demanding a high level of self-regulation. It encourages and supports responsible consumption among young people, and no marketing, promotional or campaign material is placed on school grounds.

Soft drinks have not been available in primary schools and drinks machines are supplied to secondary schools only on the school’s request, which must always be approved by the principal. Strict guidelines on the placement and opening hours of machines are followed in schools. For example, vending machines can be shut down during meal times.

As part of the agreement, brand advertisements will be removed from secondary school vending machines and over 60% were already gone by the end of 2006. School machines already contain plenty of sugar-free drinks, but the target is to finish the overhaul by the end of 2007 and make at least half of all drinks on offer low-calorie options.

Energy content on drinks labels
In accordance with current practices, all drinks packaging in Finland provides the product’s energy and carbohydrate content per 100 millilitres. In order to make labelling clearer and increase the information available to consumers, total calorie content will also be marked as a proportion of the recommended daily energy intake. UNESDA (The Union of European Beverages Associations) agreed on its own GDA guidelines in December 2006 and international businesses have already begun voluntarily preparations to adopt them. GDA labelling will be implemented in Finland in the near future as part of a Nordic programme.

Soft drinks industry commended as a pioneer in the foodstuffs industry
On 9 November 2006, European Union Health and Consumer Protection Commissioner Markos Kyprianou commended the soft drinks industry for its pioneering role in the EU Platform for Action on Diet, Physical Activity and Health and its desire to implement measures to meet the challenges laid down by this platform.

“The Federation of the Brewing and Soft Drinks Industry takes the health of the nation seriously and wants to do its part in solving problems linked to obesity,” says Timo Jaatinen, CEO of the Federation of the Brewing and Soft Drinks Industry.

“Instead of simply blaming soft drinks in public forums, an emphasis should be placed on promoting more active lifestyles. Changes in young people’s lifestyles can be best influenced through co-operation and by increasing their knowledge and participation.”

Additional information:
Managing Director Timo Jaatinen, tel. +358 (0)9 1488 71
Communications Manager Katri Tuulensuu, tel. +358 (0)9 1488 7601, GSM +358 (0)40 777 1938

The Federation of the Brewing and Soft Drinks Industry promotes the interests of producers of beer, cider, long drinks, soft drinks and mineral waters in Finland. Its members are Oy Hartwall Ab, Nokian Panimo Oy, Olvi Oyj and Oy Sinebrychoff Ab. The Federation of the Brewing and Soft Drinks Industry operates in connection with the Finnish Food and Drink Industries Federation and is among the four largest industries in the food and drink branch in terms of the value of production.

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