Companies Agree to Expand Age Coverage under Children’s Food & Beverage Advertising Initiative Core Principles

For Immediate Release
Contact: Abby Hills, Director of Communications, BBB National Programs

703.247.9330 / press@bbbnp.org

McLean, VA – May 3, 2022 – The nation’s 20 leading food, beverage, and quick serve restaurant companies have agreed to strengthen their voluntary commitments for responsible food advertising to children under the BBB National Programs Children’s Food and Beverage Advertising Initiative (CFBAI) 6th Edition Core Principles

Under CFBAI’s Core Principles, participating companies voluntarily 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 range of child-directed media. 

The current Core Principles address food advertising to children under age 12. The 6th Edition revision expands the requirement of participants to include children under age 13, which means programming with an audience of 30% or more children.

This change aligns with the recently updated Children’s Advertising Review Unit (CARU) Advertising Guidelines, which were revised to apply to advertising to children under age 13 as of  January 2022. CARU, an independent industry self-regulation program monitoring child-directed media for responsible advertising practices, shares oversight of the self-regulation of advertising to children with CFBAI. CARU’s Guidelines focus primarily on the substantive content of child-directed advertising for all products and apply to any company that advertises products or services to children. 

In contrast, CFBAI is a pledge program under which participating companies agreed to abide by the Core Principles, which define what is covered by “food advertising to children,” and then apply nutritional and media coverage. 

The upcoming change to CFBAI’s age coverage from under age 12 to under age 13, which takes effect January 1, 2023, represents the participants’ continued, active commitment to responsible advertising to children.

###

About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org. 

About the Children’s Food and Beverage Advertising Initiative: The Children’s Food and Beverage Advertising Initiative (CFBAI), a division of BBB National Programs, is a self-regulation program created to improve the landscape of food advertising to children. CFBAI works with leading food, beverage, and quick service restaurant companies to set and implement Uniform Nutrition Standards, which specify the science-based nutritional criteria for foods and beverages that can be advertised to children under age 13. 

Latest News

Press Release

FTC Commissioner Alvaro Bedoya to Keynote NAD 2022, Annual Conference of BBB National Programs’ National Advertising Division

New York, NY – August 30, 2022 – The National Advertising Division (NAD) will host the NAD 2022 Annual Conference next month in Washington, D.C., on Monday, September 19 and Tuesday, September 20. NAD 2022 will be an in-person event for the first time since 2019, drawing speakers from across the advertising law...

Read the Press Release
Press Release

Children’s Advertising Review Unit Issues Compliance Warning for Child-Directed Advertising in the Metaverse

McLean, VA – August 23, 2022 – BBB National Programs’ Children’s Advertising Review Unit (CARU) today issued a new compliance warning regarding the application of CARU’s Self-Regulatory Guidelines for Children’s Advertising to advertising practices directed to children in the metaverse. This warning puts advertisers on notice...

Read the Press Release
Press Release

BBB National Programs Welcomes Eight Distinguished National Partner Companies in First Half of 2022

McLean, VA – July 5, 2022 – BBB National Programs today announced the eight major corporations and leading law firms that joined as National Partners from January 2022 through June 2022. BBB National Programs is an independent, non-profit organization that oversees more than a dozen national industry self-regulation, accountability, and...

Read the Press Release
Press Release

BBB National Programs’ Privacy Watchdog Issues Compliance Warning Regarding Consent for Interest-Based Advertising

McLean, VA – June 21, 2022 – BBB National Programs’ data privacy watchdog, the Digital Advertising Accountability Program (DAAP), has issued a new compliance warning against the practice of inferring consent from a consumer’s passive use of a product or service following a notice of interest-based advertising (IBA).

Read the Press Release