BBB National Programs Insights

CFBAI: 13 years of Dynamic Self-Regulation

Mar 10, 2020, 00:00 AM by BBB National Programs
The Children’s Food and Beverage Advertising Initiative (CFBAI) has been at work for almost 13 years helping address childhood obesity by improving the landscape of food advertising to children under age 12.

The Children’s Food and Beverage Advertising Initiative (CFBAI) has been at work for almost 13 years helping address childhood obesity by improving the landscape of food advertising to children under age 12. Under CFBAI and CCAI’s Core Commitments, participants agree to advertise to children only foods that meet CFBAI’s scientifically based nutrition standards, or to not advertise at all to this age group.

Before CFBAI, best practices in the food advertising world related only to how foods (and other products, like toys) were advertised to children. CFBAI established the principle that responsible food advertising uses nutrition criteria to determine the foods advertised to kids. Today, 19 of the leading U.S. food and beverage and restaurant companies voluntarily participate in CFBAI and eight companies have joined CCAI, a similar program for small and medium-sized confectionery companies.

 

participants

 

Excellent compliance and ongoing program improvements are hallmarks of CFBAI. Since its launch, CFBAI has strengthened the program several times. Its most recent milestone is CFBAI’s Category-Specific Uniform Nutrition Criteria, 2nd ed, adopted to align with FDA’s updated labeling requirements and other important nutrition guidance. Implemented in January 2020, the Uniform Criteria include important improvements:

  • An “added sugars” criteria has been adopted to align with the new food label;
  • Sodium limits were reduced in thirteen of the seventeen categories and the new added sugars limits represent at least a 10% reduction in several key categories;  
  • The whole grain criterion has been strengthened to ensure foods contribute a meaningful amount of whole grains; and
  • Food categories are more transparent and descriptive.

CFBAI estimated that 40% of the foods on the CFBAI Product List would need reformulation in order to qualify for child-directed advertising.

 

CFBAI timeline 

 

As envisioned when the program was created, CFBAI has been a dynamic program that will continue to evolve and grow in the future. 

Podcast

Why Teens Need Unique Privacy Protections

Teens are at risk online now more than ever, and the amount of their personal data being collected is vast. Tune in to our latest podcast to hear our experts discuss the key findings from their latest whitepaper on teenage privacy in the mobile app marketplace and the privacy implications of in-app purchases and interest-based advertising (IBA).
Read More
Podcast

Time for Revolution in the Direct Selling Industry

In this podcast episode, Direct Selling Association (DSA) President Joe Mariano discusses how the nature of the fast-changing direct-selling marketplace has informed the industry’s approach to self-regulation, how the Direct Selling Self-Regulatory Council (DSSRC) has helped, and the work that lies ahead.
Read more
Podcast

The Confidence and Perception Behind Online Reviews

For the majority, online reviews and ratings hold considerable merit in influencing purchasing decisions. They have integrated into a form of advertising for today’s companies. People feel more assured about spending their money on brands with five-star reviews than those with little to no feedback. A purpose that was once fulfilled primarily by word-of-mouth and social cues has been...
Read more
Podcast

A Cashless Future

How close are we from entering into a world where cash is no longer accepted? Do we truly understand the benefits and implications of completely going cashless and relying solely on financial transactions that are intimately connected with our data? Dr. Shelle Santana, Associate Professor at the Harvard University Business School, answers these questions and more on this episode of the >Better Series podcast.
Read more