CFBAI_ProgramBackgrounds_4-28-2020

Children’s Food and Beverage Advertising Initiative

The Children’s Food and Beverage Advertising Initiative (CFBAI) was created to improve the landscape of food advertising to children. Under CFBAI, participants voluntarily commit that, in advertising primarily directed to children, they will either not advertise foods or beverages to children at all or advertise only products that meet CFBAI’s strict Uniform Nutrition Criteria. Participants also do not advertise in elementary schools.

Program Impact

Twenty leading food, beverage, and quick-service restaurants participate in CFBAI by developing individual pledges that set out how the company will meet the requirements of CFBAI’s Core Principles. Since CFBAI began in 2007, participants have reduced nutrients to limit, like added sugars or sodium, and added more food groups or important nutrients like calcium and Vitamin D in foods advertised to children. Some participants no longer advertise to children.

 

 

Broad Industry Representation

CFBAI’s 20 participants represent the majority of child-directed food advertising expenditures in the United States and most of the food advertising on children’s TV programming.

Extensive Media Coverage

The Core Principles cover child-directed advertising on TV, digital and mobile media (websites, video and computer games, apps, YouTube, product placements and integrations, and influencers), radio, print, and word of mouth.

Strict Uniform Nutrition Criteria

Foods advertised to children by CFBAI participants must meet CFBAI’s Uniform Nutrition Criteria, which set limits on calories, saturated fat, sodium, and added sugars, and minimum requirements for important food groups and key nutrients.

Strong Compliance Oversight

CFBAI monitors and evaluates the participants’ compliance with their pledge commitments, and companies also submit annual self-assessments. CFBAI publishes an annual report on compliance and progress.

Core Principles


CFBAI’s Core Principles set requirements regarding media coverage and nutrition criteria for food advertising to children. CFBAI has evolved over the years to respond to changes in the children’s advertising landscape. The most recent update was made in May 2022 and revised the advertising coverage of the program from “advertising primarily directed to children under age 12” to “advertising primarily directed to children under age 13.” This update will be implemented January 1, 2023.

                 

 

   

CFBAI News

Press Release

Companies Agree to Expand Age Coverage under Children’s Food & Beverage Advertising Initiative Core Principles

The nation’s 20 leading food, beverage, and quick serve restaurant companies have agreed to strengthen their voluntary commitments for responsible food advertising to children under the BBB National Programs Children’s Food and Beverage Advertising Initiative (CFBAI) 6th Edition Core Principles.
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Press Release

Hostess Brands Joins the Children’s Food and Beverage Advertising Initiative Pledge Program

The Children’s Food and Beverage Advertising Initiative (CFBAI) welcomes Hostess Brands as the newest participant in BBB National Programs’ food advertising pledge program. Hostess has agreed to advertise only foods that meet CFBAI’s Uniform Nutrition Criteria in advertising primarily directed to children under age 13. Hostess’ CFBAI pledge is...

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Statement

BBB National Programs Agrees with Rudd Center Study Recommendation to Increase Restaurant Participation in Children’s Food and Beverage Advertising Initiative

McLean, VA, June 23, 2021 – Maureen Enright, Vice President, Children's Food and Beverage Advertising Initiative, BBB National Programs today issued the following statement: BBB National Programs agrees with the Rudd Center’s recommendation that more restaurant companies should join...

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Press Release

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.
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CFBAI Participants

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Frequently Asked Questions