Food Companies Remain Committed to Advertising Healthier Foods to Children

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As CFBAI Reaches its 10th Anniversary, Participants Continue to Fulfill Pledges to Help Address Childhood Obesity

The nation’s leading food and beverage companies and quick-serve restaurants remain committed to advertising to children only foods that meet the nutrition standards of the Children’s Food and Beverage Advertising Initiative. CFBAI’s 18 participants, which represent the majority of food advertising on children’s television programming, demonstrated very high compliance in 2015. According to CFBAI’s REPORT ON COMPLIANCE AND PROGRESS DURING 2015, issued today, the companies’ commitments are making a positive impact on the children’s food advertising landscape.

“In 2015, CFBAI monitored thousands of ads on children’s media, and overall compliance was excellent,” said Maureen Enright, director of CFBAI and vice president of the Council of Better Business Bureaus, which administers the program. “On child-directed TV networks, in print, radio, digital, and online, our participants advertise only foods that meet CFBAI’s rigorous nutrition criteria or do not advertise at all.”

The Report summarizes CFBAI’s assessment of the participants’ compliance, including results from its comprehensive independent monitoring, and CFBAI’s nutritional analysis of foods advertised in a “snapshot” of Nickelodeon programming. “The participants have made measurable progress in improving the nutritional quality of the foods they advertise to children,” notes Enright. “Most participant ads in our sample feature foods that contain at least a half-serving of fruits, vegetables, whole grains or dairy.”

Since it was created in 2006, CFBAI has grown from 10 to 18 companies, expanded the scope of its media coverage, adopted uniform nutrition criteria, and this year launched a new program, the Children’s Confection Advertising Initiative, in partnership with the National Confectioners Association. As it celebrates its 10th anniversary, the program is looking ahead to a second decade of success and ongoing progress.

“CFBAI is proud of the participants’ accomplishments during the first ten years,” said Enright, “and we look forward to continuing to play an active role in the fight against childhood obesity.”

The Report can be viewed here.

About CFBAI: Created in 2006, the Children’s Food and Beverage Advertising Initiative has a goal of shifting the mix of advertising messaging directed at children to encourage healthier dietary choices and healthier lifestyles. CFBAI’s participants currently are The American Licorice Company; Burger King Corporation; Campbell Soup Company; The Coca-Cola Company; ConAgra Foods, Inc.; The Dannon Company, Inc.; Ferrero USA, Inc.; General Mills Inc.; The Hershey Company; Kellogg Company; The Kraft Heinz Company; Mars, Incorporated; McDonald’s USA, LLC; Mondelēz Global LLC; Nestlé USA; PepsiCo, Inc.; Post Foods, LLC; and Unilever United States. For more information about CFBAI, visit bbb.org/kids_food.

About BBB: For more than 100 years, Better Business Bureau has been helping people find businesses, brands and charities they can trust. In 2015, people turned to BBB more than 172 million times for BBB Business Reviews on more than 5.3 million businesses and Charity Reports on 11,000 charities, all available for free at bbb.org. The Council of Better Business Bureaus is the umbrella organization for the local, independent BBBs in the United States, Canada and Mexico, as well as home to its national programs on dispute resolution, advertising review, and industry self-regulation.

MEDIA CONTACTS:

For further information, media representatives should contact Katherine Hutt (703) 247-9345 or khutt(at)council.bbb(dot)org.

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Katherine Hutt
CBBB
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