Corporate Responsibility: Monitor

Claire Fauset, Corporatewatch

With Jamie Oliver on a mission over turkey twizzlers and popular concern rising about obesity and corporate advertising, companies are having to be much cannier about the way they gain access to schoolchildren.

Coca-Cola's sponsorship of the Challenge Parks is a prime example. Although it is keen to point out that "there is no Coca-Cola branding", the logo for the Challenge Parks features the 'dynamic ribbon device', a registered trademark of the company.

Given the resources it is putting into this project, one would be forgiven for thinking it a PR offensive to deflect criticism over the obesity that some believe is linked to its products and to avoid government regulation of marketing to children.

In the corporate world, a company's sole responsibility is to the shareholders. The idea that Coca-Cola supports community activities because it cares is farcical.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus