The WHO recognized ‘a need to ensure that the private sector
markets its products responsibly’.The US government has encouraged
self-regulation,28 and the largest beverage companies globally and
in the United States29 are members of a self-regulatory body. The
companies pledged to limit their marketing directed at youth in covered
media (for example, television) according to internal nutritional
guidelines, which notably exclude point-of-sale materials and packaging,
30 where beverage companies spend substantially to promote
SSBs to youth. Retail promotion remains unregulated.