Coke China trumpets ethical marketing

The soft drinks giant has billed its 2007 Sustainability Report as "one of the most transparent reports in China to date," highlighting its ambitions to become a more environmentally and socially sustainable company.

According to the report, Coca-Cola China has improved its water and energy efficiency and cut down on waste. The report also details the company's "responsible marketing" policies, which include materials saved from improved packaging design and its pledge to tighten its rules on marketing to children.

"We have broadened our 'Advertising and Marketing to Children Policy' to include all of our beverages, so that children under the age of 12 will not be directly targeted by any of our marketing messages in traditional advertising mediums, nor will they be shown drinking any of our products outside of the presence of a parent or caregiver," reads the report (www.coca-cola.com.cn/sustainabilityreport/).

Coke will apply this rule to all media "where targeted tracking is available": TV, print, the internet, mobile and radio.

In addition to the report, Coca-Cola has organised a student competition to encourage young Chinese to learn how to analyze their own environmental footprint.