Children's Food & Beverage Advertising Initiative (CFBAI)

Children's Food and Beverage Advertising Initiative (CFBAI)

Using Strong Nutrition Standards to Improve Food Advertising to Children

The nation’s leading food and beverage and quick serve restaurants that participate in CFBAI have changed how they advertise to children to help address the challenge of childhood obesity. Under CFBAI’s Core Principles, participants commit to advertise only foods that meet CFBAI's Uniform Nutrition Standards or to not advertise any foods to children. Foods advertised by CFBAI participants now are lower in calories, sugar, sodium and saturated fat, and provide more food groups and beneficial nutrients. 

Read our Core Principles


Recent CFBAI News

Companies Agree to Strengthen their Children’s Advertising Commitments with CFBAI’s Updated Core Principles. The nation’s 19 leading food, beverage, and quick service restaurant companies today have agreed to strengthen their voluntary commitments for responsible food marketing to children with the adoption of the BBB National Programs Children’s Food and Beverage Advertising Initiative (CFBAI) 2021 Core Principles. These principles now more strictly define what constitutes a child-directed audience and formally expand the definition of media coverage to include YouTube and influencer communications.


CFBAI reports excellent compliance by CFBAI and CCAI participants in 2018. CFBAI’s Report on Compliance and Progress During 2018 finds that all 18 CFBAI companies achieved full compliance with their commitments to advertise to children under age 12 only foods that meet CFBAI’s Uniform Nutrition Criteria or to not engage in advertising to children. The nine confection companies that participated in CCAI, a program modeled on CFBAI for small and medium-sized confection companies, also met their program commitments. 


Keurig Dr Pepper Joins CFBAI. Arlington, VA – Children’s Food and Beverage Advertising Initiative (CFBAI) is pleased to welcome Keurig Dr Pepper (KDP) as the newest program participant. Earlier this year, KDP agreed to advertise only foods that comply with CFBAI’s Uniform Nutrition Criteria in advertising directed to children under age 12. KDP’s CFBAI pledge went into effect in July 2019.


CFBAI Participants Adopt Stricter Nutrition Criteria. CFBAI announced that its participants have agreed to revise and strengthen the nutrition criteria they use to determine the foods they advertise to children. The participants adopted Uniform Category-Specific Nutrition, 2nd ed. and agreed to implement by January 1, 2020, which coincideswith the implementation date for the Food and Drug Administration’s new food labeling regulations.


CFBAI Program Participants

CFBAI’s 19 participants are the nation’s leading food and beverage companies and quick-serve restaurants.


CFBAI Partners