Clipping of news on Brazilian Culture, Law and Citizenship
05/20/2013
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Initiatives can also help individuals make consumption choices more conscious
(Reuters)
Last week, the Coca-Cola Company announced a series of comprehensive measures to combat obesity which can contribute to more conscious choices of consumers. Among the initiatives announced, noteworthy transparency and greater emphasis on the nutritional and caloric information to advertise their products and responsible, not including the placement of advertising to children under 12 years of age.
"Akatu congratulates the measures adopted by the company," says Helio Mattar, President of the Institute. "We hope that this global commitment Coca-Cola Company will encourage other companies to follow suit, to encourage greater transparency of information and choice by individuals more aware," he adds.
A greater emphasis on nutritional information, and especially caloric, placing them in front of their packaging and emphasizing them in their advertisements, promotes a more conscious consumption. It is from the clearest indications that the individual can make their choices based on criteria such as the composition and origin of the product beyond its price.
The responsible advertising, with measures such as not targeting advertising to children is an important action to reduce the promotion of consumerism child. From this measurement is also possible to wait for results in combating obesity: a lifestyle more healthy eating habits depends acquired since childhood.
Besides not advertise directly to children, the company also made a commitment to not advertise in any media format in which the audience of children under 12 years is greater than 35% and submit your marketing activities to external audit .
The Coca-Cola Company also undertook to measure the scale and scope of their initiatives and make them public in www.comingtogether.com site. This digital platform brings more detailed information about the company's global commitments and invites web surfers to monitor progress, to express their opinions and exchange ideas on how to promote collectively more conscious choices and physical activity.
Source: Akatu
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This article was translated by an automatic translation system, and was therefore not reviewed by people.