As part of the proposals, Unesda members have undertaken to not to put "any marketing communication in printed media, websites or during broadcast programmes specifically aimed at children under the age of 12".The companies claim that this is because their customers are demanding healthy alternatives, but I think it's because they're running scared of the regulators of Europe's free-health-care social democracies: as the public cost of obesity soars, how long until Europe's governments try to recoup a little of that expense from the calorie-pushers? Link
It also will "avoid any direct appeal to children under the age of 12 to persuade parents or other adults to buy beverages for them".
Direct commercial activity will halt completely in primary schools "unless otherwise requested by school authorities", while in secondary schools "a full range of beverages will be made available in appropriate container sizes, allowing for portion control" only after consultation with parents and educators.
Vending machines will not be branded and will promote healthy and active lifestyles, as well as balanced diet.
Nutrition labels on cans and bottles will be improved to let consumers know what they are drinking and help them control calorie intake.