Companies Agree to Strengthen their Children’s Advertising Commitments with CFBAI’s Updated Core Principles

May 6, 2020, 15:00 PM by BBB National Programs

The nation’s 19 leading food, beverage, and quick service restaurant companies today have agreed to strengthen their voluntary commitments for responsible food marketing to children with the adoption of the BBB National Programs Children’s Food and Beverage Advertising Initiative (CFBAI) 2021 Core Principles. These principles now more strictly define what constitutes a child-directed audience and formally expand the definition of media coverage to include YouTube and influencer communications.

Participants have agreed to implement these improvements by January 1, 2021.

“CFBAI and its participants have consistently demonstrated a commitment to helping address childhood obesity,” said Maureen Enright, vice president of CFBAI. “The 2021 Core Principles reaffirm the program’s mission of improving the children’s food advertising landscape.”

Under CFBAI’s Core Principles, participating companies agree to advertise only foods or beverages that meet CFBAI’s Uniform Nutrition Criteria or to not advertise foods at all in child-directed advertising across a wide variety of digital and print platforms. CFBAI participants also commit to not advertising branded foods or beverages to children in elementary schools, even foods that meet the nutrition criteria. 

 

CFBAI Core Principles

 

The 2021 guidelines have been expanded to specifically cover advertising on open-access platforms with child-directed content or channels, such as YouTube, and require that if child-directed influencer communications are used, they will promote only foods that meet CFBAI’s Nutrition CriteriaAlthough CFBAI’s Core Principles always have applied to online advertising, this enhancement reflects ongoing changes in the children’s media environment and provides greater transparency regarding the application of participants’ commitments.

For measured media like television, CFBAI defines “child-directed” by reviewing the percentage of children under age 12 in the audience. Under the 2021 guidelines the required threshold is now stricter, defining any program with an audience of 30% or more children as child directed. (Some CFBAI participants already apply a 30% threshold or even 25%.)  

The 2021 Core Principles also incorporate CFBAI’s Category-Specific Uniform Nutrition Criteria, 2nd edition, which updated the program’s nutrition criteria in September 2018, and which were implemented in January 2020. 

 

Other Blog Articles

Blog

Status Update on Transatlantic Data Transfers: Building Bridges Takes Time

As 2020 draws to a close it is a good time to reflect on learnings about the future of authorized transatlantic data transfer mechanisms. In light of Brexit and continuing developments surrounding Schrems II, we discuss what the structure of the current Privacy Shield Framework can teach us much about what future commercial transfer mechanisms are likely to look like, as well as what businesses can do to shore up their compliance efforts.
Read more
Blog

Operation Income Illusion: A Positive Step by the FTC to Curb Deceptive Income Claims

The Federal Trade Commission (FTC)’s December 14 Operation Income Illusion initiative is a crackdown by the FTC and 19 federal, state, and local law enforcement partners against those that purport to offer significant income opportunities but that end up costing consumers thousands of dollars. This effort is consistent with an ongoing effort in the direct selling industry to ensure income claims are communicated truthfully and accurately.
Read more
Blog

CFBAI and CCAI 2019 Report on Compliance and Progress Published

BBB National Programs has published the Children's Food and Beverage Advertising Initiative (CFBAI) and Children’s Confection Advertising Initiative (CCAI) Report on Compliance and Progress During 2019. The report finds excellent compliance by all companies participating in the programs from January 2019 – December 2019. The report also notes the CFBAI participants’ implementation of stricter Uniform Nutrition Criteria in 2020.
Read more
Blog

CARU’s Year in Review: Defining Kidvertising and Tackling Hot Topics Head On

During an uncertain year, the team at the Children’s Advertising Review Unit (CARU) stayed busy. Through casework, online conferences, an evolving technology landscape, updates to policy and guidelines, and new thought leadership, our efforts furthered our mission to help companies comply with the laws and guidelines that protect children and their personal data.
Read more