ICBA outlaws fizzy drinks ads for kids INTERNATIONAL: Coca-Cola and PepsiCo have pledged to totally stop advertising to children in the wake of new guidelines from the International Council of Beverages Associations that aim to eliminate advertising targeted at under 12s by the end of 2008. The guidelines bring global policy in line with commitments made in Europe in 2006 . "Our industry has long recognised the positive role it can play in promoting healthy lifestyles , and this policy will strengthen that role," said Alain Beaumont, secretary general of the Union of European Beverages Associations.