The company is desperate to shake off its association with high obesity levels in developed countries and has promised to spend more on promoting its diet drinks while also promoting more active lifestyles.
“We want to be part of the solution,” said Coca-Cola chief executive Muhtar Kent. “We all know that taking in calories is more fun than spending calories and we want to make spending calories also a little bit of fun.”
However, critics pointed out that Coca-Cola has previously promised to ban advertising aimed at under-12s in 2007. It has also taken part in industry lobbying efforts against plans to limit and tax the sale of large soft drinks in some US states.