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On Tuesday, the International Council of Beverages Associations, the worldwide trade association representing the non-alcoholic beverage industry, adopted new guidelines on marketing to children.

Beverage companies can voluntarily agree to the guidelines, which eliminate advertising to audiences that are primarily composed of children under 12. The Coca-Cola Company and PepsiCo both pledged to meet the new guidelines by the end of 2008. Disney adopted similar standards in 2006.

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