CFBAI Core Principles

All participants commit to follow CFBAI requirements as set out in CFBAI’s Core Principles or “Core Commitments.” The Core Principles encompass an advertising commitment and an elementary school commitment. The advertising commitment requires 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. The Core Principles also address interactive games and licensed characters, and prohibit product placement and food advertising in elementary schools. CFBAI monitors and reports on participants’ compliance with their commitments.

Core Principles

Advertising Core Commitment

The Core Principles 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.

The Core Commitments apply to child-directed advertising on covered media, including:

  • TV
  • Radio
  • Print
  • Third-party websites
  • Company-owned websites
  • Video and computer games
  • DVDs and other video formats
  • Mobile apps
  • Word-of-mouth
  • Interactive games
  • Licensed characters, celebrities and movie tie-ins

 Product placement is not allowed. Product placement is defined as paying for or actively seeking to place foods in child-directed program/editorial content to promote the sale of those foods.

Elementary School Commitment

Participants commit to not advertise branded foods to children in elementary schools. This covers items such as pencils, backpacks, posters, book covers or tray liners. This commitment does not apply to communications with adults, or to food and beverage displays, items given to school administrators, or activities that schools may initiate or seek out from participants, such as donations, fundraising activities, or public service messaging.

CFBAI has published a Fact Sheet to provide additional guidance regarding the elementary school commitment.

Advertising to Children Under Six Years Old

Although it is not a Core Principle, most participants have a policy to not engage in advertising primarily directed to children under age 6. CFBAI monitors and reports on compliance with these policies when they are incorporated into a participant’s pledge.