Consumer rights groups in the country have come out against surreptitious advertising by cola companies. Sixty such organizations have come together to constitute the Indian chapter of the Global Dump Soft Drinks Campaign, which demands that governments curb advertising of sugar-rich beverages, especially those targeting children under 16.

The campaign was launched in India on December 24, the National Consumer Day, and is part of a worldwide programme spearheaded by the Washington Center for Science in the Public Interest and the International Association of Consumer Food Organizations. It's a pertinent one with soft drink majors bragging about their iconic status with the young. There is some justification to their actions, for sure: with sportspersons and film stars endorsing their products, colas do have their way with the young. Sponsoring sporting events is a key element of this catch-them-young strategy.

Among the campaign's demands is that the government check such marketing. As an alternative, the campaigners suggest that sponsorships promoting physical activities be limited to "contributions to blind trusts' overseen by government. They also demand that soft drinks have mandatory labels with the alert: "For occasional consumption. Drink water to quench thirst.' These demands are consistent with the World Health Organization's Global Strategy on Diet, Physical Activity, and Health.

More information about the campaign is available at www.dumpsoda.org.