Rudd Center for Food Policy and Obesity
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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 King30% or more of audience under 12 (no exempt foods when 30% or more of audience under 6).Exempt Foods - CFBAI CriteriaCore pledge, plus includes in-restaurant promotions
Cadbury (now part of Kraft)
Campbell's35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6).Exempt Foods - CFBAI CriteriaSame as core pledge
Coca-Cola35% or more of audience under 12.No Exempt FoodsSame as core pledge
Con-Agra Foods35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6).Exempt Foods - CFBAI CriteriaSame 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 CriteriaSame as core pledge
Ferrero35% or more under 12Exempt Foods - CFBAI CriteriaSame as core pledge
General Mills35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6).Exempt Foods - CFBAI CriteriaSame as core pledge
Hershey30% or more of audience under 12.No Exempt FoodsSame as core pledge
Kellogg's35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6).Exempt Foods - CFBAI CriteriaSame as core pledge
Kraft Foods/Mondelez International35% 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 CriteriaSame as core pledge
Mars25% or more of audience under 12.No Exempt FoodsSame as core pledge
McDonald's30% or more of audience under 12.Exempt Foods - CFBAI CriteriaSame as core pledge
Nestlé35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6).Exempt Foods - CFBAI CriteriaSame as core pledge
PepsiCo35% 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 CriteriaSame as core pledge
Post35% or more of audience under 12 (no exempt foods when 35% or more of audience under 6).Exempt Foods - CFBAI CriteriaSame as core pledge
Unilever35% 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 CriteriaSame as core pledge