A nonprofit US interest group on October 11 accused Coca-Cola Co. of using its marketing rights for the upcoming "Harry Potter and the Sorcerer's Stone" movie to peddle harmful junk food to kids.

The Center for Science in the Public Interest (CSPI), a Washington, DC-based group that focuses on health and environmental issues, said it was determined to end the soft drink giant's backing of the movie, based on the popular Harry Potter children's books by J. K. Rowling.

Earlier this year, Coca-Cola signed a $150 million partnership with AOL Time Warner making it the sole global marketing partner for the Warner Bros. movie, which is due to be released on November 16.

Atlanta-based Coca-Cola, the world's No. 1 soft drink company, is scheduled to begin airing US television ads linked to the movie next week. The company also has pledged $18 million to literacy efforts as part of its campaign.

"Children and adults worldwide are outraged that their beloved Harry Potter is being used to market 'liquid candy' to kids," said Michael Jacobson, executive director of CSPI.

"Over-consumption of Coca-Cola and other sugar-laden soft drinks contributes to obesity and diabetes, reduced nutrient intake and tooth decay," Jacobson added.

Coca-Cola executives said earlier this week that they had been careful to design a campaign that did not commercialize Harry Potter. Neither the bespectacled Potter nor any of the characters from the books would be seen on Coke products.

Coke products also will not be placed in the movie.

Coca-Cola, which launched a makeover of its school marketing strategy this year after critics charged that its soft drinks were fueling obesity and commercializing schools, was not immediately available for comment on Thursday

Reuters Atlanta, October 11, 2001