Leading food companies deliver excellent compliance on their kids’ food advertising commitments.

CFBAI has released its Report on Compliance and Progress During 2017. The report finds that the 18 leading food and beverage companies and quick-serve restaurants that participate in CFBAI achieved excellent compliance with their commitments to advertise to children only foods that meet CFBAI’s Uniform Nutrition Criteria or to not engage in advertising to children under age 12. CFBAI participants comprise the majority of food advertising on children’s television programming.

CFBAI Participants Agree to Stricter Nutrition Criteria

The 18 companies that participate in the Children’s Food and Beverage Advertising Initiative (CFBAI) have agreed to strengthen the Category-Specific Uniform Nutrition Criteria that apply to foods advertised to children. CFBAI announced that all of its participants -- leading U.S. food and beverage and quick serve restaurant companies -- have agreed to an implementation date of January 1, 2020 to coincide with implementation of the Food and Drug Administration’s new food labeling regulations. 



Setting Strong Standards to Improve Food Advertising to Children

Childhood obesity is a serious national and global problem. Self-regulation through CFBAI is helping to address this challenge by setting strong uniform nutrition standards for the foods its participants advertise to children under age 12. As a result, these foods now are lower in calories, sugar, sodium and saturated fat, and provide more food groups and beneficial nutrients. Eighteen of the largest U.S. food and beverage companies and quick-serve restaurants currently participate in CFBAI, which has served as the model for global children’s food advertising pledges.  

How CFBAI Works

CFBAI is a voluntary, BBB-administered self-regulation program that sets strong standards for food advertising to children. More information about CFBAI

Core Principles

All participants commit to follow CFBAI requirements as set out in CFBAI’s Core Principles or “Core Commitments.” These commitments require that participants advertise to children under age 12 only foods that meet CFBAI’s Uniform Nutrition Criteria on media that is covered under the program. More information about the Core Principles.

Participants and Their Pledges

Each participating company makes a public pledge that details its commitment to advertise only foods that meet CFBAI’s nutrition criteria in advertising primarily directed to children under age 12. Alternatively, participants may commit to not engage in such advertising at all. View pledges and products lists.

CFBAI’s Uniform Nutrition Criteria and Product List

CFBAI’s uniform nutrition criteria set the nutrition standards for foods that participants may advertise to children under age 12. CFBAI’s criteria require that advertised foods contribute important food groups including fruits, vegetables, non/low-fat dairy, whole grains, or essential nutrients, or some combination of these components. As of January 1, 2020 CFBAI participants will use the Category-Specific Uniform Nutrition Criteria, 2nd ed. More information, Uniform Nutrition Criteria

Covered Media under CFBAI

Under CFBAI’s Core Principles, CFBAI participants commit to use CFBAI’s nutrition criteria in their child-directed food advertising on covered media. More information.


CFBAI Program Participants