BBB National Programs Press Releases

Companies Agree to Expand School Coverage under the Children’s Food and Beverage Advertising Initiative Core Principles

McLean, VA – May 2, 2024 – Twenty-one of the nation’s leading food, beverage, and quick serve restaurant companies have agreed to strengthen their voluntary commitments for responsible food advertising to children under the Children’s Food and Beverage Advertising Initiative (CFBAI) Core Principles. CFBAI is administered by BBB National Programs. 

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 Core Principles also prohibit advertising to children in elementary schools. 

The CFBAI Core Principles, 7th Edition, will expand the school commitment to cover middle schools, effective as of the 2024-2025 school year.

CFBAI has also made changes to its Category-Specific Uniform Nutrition Criteria to reduce sodium limits in the Cereals category and added sugars limits in the Mixed Dishes and Small Meals categories. These changes will become effective as of January 1, 2025.

These program enhancements represent CFBAI participants’ ongoing commitment to responsible advertising to children.

View the revised Core Principles here. View the revised Uniform Nutrition Criteria here

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