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New Delhi, July 19 (PTI) Leading food and beverage firms today said that they will not advertise products for children under the age of 12 -- except for certain specified ones -- as part of a joint self-regulatory initiative. The firms include market leaders like Coca-Cola, Pepsico and Nestle. As part of the ''India Pledge'' initiative, the participating companies have agreed to refrain from advertising food and beverage products for children under the age of 12 on the television, print or Internet media, except for certain products that fulfill a specific nutrition criterion. "The India Pledge is a commitment by leading food and beverage companies to change food and beverage advertising on TV, print and Internet to children under the age of 12 in the country," Nestle Vice-President Corporate Affairs India Sanjay Khajuria told PTI. Besides this, the companies will develop and publish their individual action plans. They will also refrain from promoting their products in primary schools, except for items that fulfill specific nutrition criteria and are scientifically proven. "Having engaged with various stakeholders, we have collectively worked towards identifying a best practice model of self-regulation and have reinforced codes of conduct so that they are able to make informed choices," a Coca-Cola spokesperson said. The companies are expected to implement their pledge by December 31, 2010. They will commission an independent compliance monitoring of the advertising commitment on TV, print media and the Internet, starting January 2011. The other signatories include Hindustan Unilever, General Mills India Private Limited, Kellogg India Private Limited, General Mills India Private Limited and Mars International India Private Limited. The pledge is in addition to the existing ASCI Code for self-regulation in advertising.
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