Responsible Choices for Kids and Families

Families deserve more choices and clear information—and that's what America's beverage companies are delivering.

Supporting Beverage Choice in Schools

When it comes to kids, parents decide. That's why 20 years ago, America's beverage companies voluntarily launched the National School Beverage Guidelines to remove full-calorie beverages from schools. Our effort reduced beverage calories in schools by 94% and led Congress to incorporate our guidelines into the federal Smart Snacks in Schools standards. In addition, energy drinks are not marketed or sold in K-12 schools.

-> More on our School Beverage Guidelines

Responsible Marketing Commitment

Since the industry made a voluntary commitment in 2008, we have upheld strict standards on advertising. For audiences where 30% or more are made up of children under 13, our companies will not place marketing for soft drinks or juice-based drinks. Instead, only water, milk and 100% juice are advertised. This policy applies across television, radio, print, digital and cinema.

-> Read our Guidance on Marketing to Kids

Promoting Responsible Default Beverages in Kids' Meals

We supported the decision of restaurants to ensure the default beverages in children's meals are water, milk and 100% juice.

-> More on Kids' Meal Defaults

Parent FAQs on Beverages, Schools & Marketing

Learn more about our commitments on labels, caffeine and portion sizes to help families make informed choices.

What guidelines do American Beverage member companies follow when marketing to children?

Since 2008, American Beverage member companies have followed the International Council of Beverages Associations’ Guidelines on Marketing to Children. This means we do not place any marketing for soft drinks or juice-based drinks on television, streaming or digital media where children under 13 make up 30% or more of the audience.

What beverages can be advertised to children under age 13?

Under the 2008 Guidelines on Marketing to Children, American Beverage member companies only advertise 100% juice, water and milk-based drinks to audiences under 13. These guidelines apply across TV, radio, print, internet, phone messaging and cinema.

Do American Beverage member companies sell or market energy drinks in K-12 schools?

No. Energy drinks are not marketed or sold in K-12 schools.

What labeling practices do American Beverage member companies use for energy drinks?

Energy drink companies voluntarily disclose the total quantity of caffeine—from all sources—on product labels. Labels also carry advisory statements such as “Not intended for children, pregnant or nursing women, or persons sensitive to caffeine.” Learn more at:

EnergyDrinkInformation.com

What beverages are the defaults in children’s meals?

American Beverage member companies supported restaurants’ decision to ensure the default beverages in kids’ meals are water, milk or 100% juice. Parents always have the option to select another beverage if they prefer.

Do American Beverage member companies go beyond what is legally required?

Yes. These are voluntary commitments, not legal mandates. American Beverage member companies often adopt stricter policies for labeling and marketing than what’s required by law—for example, including advisory statements on energy drinks and adhering to responsible advertising standards.