As a multinational food and beverage company with global brands that millions of consumers enjoy every day, we understand that it is vital to communicate responsibly about our products and healthy eating. PepsiCo is committed to responsible advertising practices and ensuring healthy choices are offered in schools.
PepsiCo has taken several important steps to ensure we are employing responsible advertising practices. We joined the International Food & Beverage Alliance, a Swiss-based NGO, comprising multinational food and beverage manufacturers, to adopt a worldwide voluntary commitment to advertise to children under the age of 12 only products that meet specific nutrition criteria. PepsiCo also adopted a global company policy that is consistent with IFBA's policy. Initially, its implementation was focused on beverages worldwide and foods and snacks in certain markets. By the end of 2010, we had fully implemented our policy in the U.S. In 2010, we announced strict science-based criteria that ensure only our most nutritious products meet the standard for advertising to children under the age of 12.
As verified by an independent third party, we achieved 98.5 percent compliance by the end of 2010 in globally representative markets, such as India, China, Mexico and six countries in the European Union, all of which were monitored for compliance with our advertising-to-children policy. Additionally, we achieved 100 percent compliance with our U.S. and Canada advertising-to-children pledges, as verified by the Children's Food & Beverage Advertising Initiative in the U.S. and Advertising Standards Canada.
PepsiCo continues to implement a global policy for beverage sales in schools—focused on water, juice, milk and low-calorie beverages that support healthy nutrition habits among students. PepsiCo owned bottling operations will continue to offer healthy hydration options for students and align with schools to no longer provide full calorie soft drinks in primary or secondary schools. PepsiCo will work with its independent franchise bottlers, third-party vending companies and other distributors of PepsiCo beverages, as well as schools and local authorities to further align this policy beyond PepsiCo's direct operations. PepsiCo's policies alone cannot assure the actions of businesses outside of our operational control, so it should be noted that our products may appear in schools, sold by independent third parties. However, we view our policy as an opportunity to engage our peers in the industry and local authorities to adopt similar policies. It is only through a collaborative, industry-wide effort that a full-scale implementation of such a policy can be achieved.
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