Children's Food and Beverage Advertising Initiative (U.S. Pledge)
| Description and Objective: | Managed by the Council of Better Business Bureaus, the goal of the Children's Food and Beverage Advertising Initiative is "to shift the mix of advertising primarily directed to children to encourage healthier dietary choices and healthy lifestyles." |
| Number of Pledge Signatories: | 17 (initially 10) |
| Date Implemented: | July 2007 |
| Definition of Children: | Under 12 years |
| Definition of Exempt Foods: | As of December 31, 2013, exempt foods must meet category-specific uniform nutrition criteria set by the CFBAI. With the CFBAI's consent, companies may choose to use their own criteria if they are at least as strong as the CFBAI criteria. Three companies have no exempt foods for advertising to children under 12; 12 additional companies have no exempt foods for advertising to children under 6. Please click here to view the CFBAI Category-Specific Uniform Nutrition Criteria. |
| Definition of Child-Targeted Media: | Set by each company |
| Communication Channels Covered: | TV, radio, print; Internet: company-owned and 3rd party websites that are child-directed; video and computer games rated as EC or labeled for children under 12; DVDs of G-rated movies and other non-rated DVDs that are primarily child directed; schools Pre-K through 6th grade |
| Marketing Techniques Covered: | Advertising in covered communications channels; advertising using licensed characters, celebrities and movie tie-ins; product placement of food/beverage products in child-directed editorial or program content; interactive games that are child-directed in all formats that are provided free or at nominal charge (including advergames); mobile media (cell phones, PDAs); word of mouth. |
| Website: | http://www.bbb.org/council/the-national-partner-program/nati onal-advertising-review-services/childrens-food-and-beverage -advertising-initiative/ |
Company Commitments
Click on the blue highlighted company names to access their pledge commitments.
| Name | Child-Targeted Media: Audience Definition |
Exempt Foods | Communications Channels/Marketing Techniques |
| Burger King | 30% or more of audience under 12 (no exempt foods when 30% or more of audience under 6). | Exempt Foods - CFBAI Criteria | Core pledge, plus includes in-restaurant promotions |
| Cadbury (now part of Kraft) | |||
| Campbell's | 35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6). | Exempt Foods - CFBAI Criteria | Same as core pledge |
| Coca-Cola | 35% or more of audience under 12. | No Exempt Foods | Same as core pledge |
| Con-Agra Foods | 35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6). | Exempt Foods - CFBAI Criteria | Same as core pledge |
| Dannon (Danone in Europe and Canada) | 35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6). | Exempt Foods - CFBAI Criteria | Same as core pledge |
| Ferrero | 35% or more under 12 | Exempt Foods - CFBAI Criteria | Same as core pledge |
| General Mills | 35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6). | Exempt Foods - CFBAI Criteria | Same as core pledge |
| Hershey | 30% or more of audience under 12. | No Exempt Foods | Same as core pledge |
| Kellogg's | 35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6). | Exempt Foods - CFBAI Criteria | Same as core pledge |
| Kraft Foods/Mondelez International | 35% or more of total audience under 12, or any daypart that falls within time periods traditionally regarded as "kids' viewing time" (as designated by media providers), irrespective of the size of the child viewing audience (no exempt foods when 35% or more of total audience is under 6). | Exempt Foods - CFBAI Criteria | Same as core pledge |
| Mars | 25% or more of audience under 12. | No Exempt Foods | Same as core pledge |
| McDonald's | 30% or more of audience under 12. | Exempt Foods - CFBAI Criteria | Same as core pledge |
| Nestlé | 35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6). | Exempt Foods - CFBAI Criteria | Same as core pledge |
| PepsiCo | 35% or more of audience under 12 based on an analysis of: whether the content is designed for children; the advertised product or service is intended for use by, or is of interest, to children ; the media in which the advertising appears is promoted & advertised; available projections, at the time the advertising is placed, of audience demographics; or children's television programming (no exempt foods when 35% or more of audience under 6 based on multi-factorial analysis of audience). | Exempt Foods - CFBAI Criteria | Same as core pledge |
| Post | 35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6). | Exempt Foods - CFBAI Criteria | Same as core pledge |
| Unilever | 35% or more of audience under 12 based on multi-factorial standard (no exempt foods when 35% or more of audience under 6 based on multi-factorial standard). | Exempt Foods - CFBAI Criteria | Same as core pledge |
