Children’s Food and Beverage Advertising Initiative Adds Plant-Based Milk Alternatives to Uniform Nutrition Criteria
McLean, VA – March 20, 2025 – The Children’s Food and Beverage Advertising Initiative (CFBAI) has expanded its Uniform Nutrition Criteria to include criteria for products in the rapidly evolving plant-based milk alternatives (PBMA) category. CFBAI’s new PBMA criteria limit the calories, added sugars, sodium, and saturated fat that may be in PBMAs advertised to children by CFBAI participants and require such PBMAs to be a good source of calcium, protein, and Vitamin D.
Under CFBAI’s Core Principles, participating companies commit to advertise only foods and beverages that meet CFBAI’s Uniform Nutrition Criteria or to not advertise foods or beverages at all in child-directed advertising across a wide range of child-directed media. CFBAI’s adoption of nutrition criteria for the PBMA category means that CFBAI participants may not advertise any PBMAs to children that do not meet these criteria.
CFBAI’s adoption of criteria for plant-based milk alternative products reflects the growth of the product category and increase in PBMA advertising. CFBAI is administered by BBB National Programs, which monitors participants’ compliance with their CFBAI pledge commitments.
Learn more about CFBAI here.
Under CFBAI’s Core Principles, participating companies commit to advertise only foods and beverages that meet CFBAI’s Uniform Nutrition Criteria or to not advertise foods or beverages at all in child-directed advertising across a wide range of child-directed media. CFBAI’s adoption of nutrition criteria for the PBMA category means that CFBAI participants may not advertise any PBMAs to children that do not meet these criteria.
CFBAI’s adoption of criteria for plant-based milk alternative products reflects the growth of the product category and increase in PBMA advertising. CFBAI is administered by BBB National Programs, which monitors participants’ compliance with their CFBAI pledge commitments.
Learn more about CFBAI here.