Children's Food & Beverage Advertising Initiative (CFBAI)

CFBAI’s Uniform Nutrition Criteria

When CFBAI was launched in 2007, participants used company-specific nutrition criteria, approved by CFBAI’s administrator, to determine what foods could be advertised to children. In 2011, CFBAI adopted one set of Uniform Category-Specific Nutrition Criteria that applied to all participants’ foods advertised to children (implemented December 31, 2013). The criteria set limits on calories, saturated fat, sodium, and sugar, and minimum contribution levels for important food groups (e.g., fruits, vegetables, non/low-fat dairy, or whole grains) or essential nutrients.  

After a two-year, comprehensive review of its criteria following publication of the 2015-2020 Dietary Guidelines for Americans and FDA’s announcement of revised food labeling regulations in 2016,  CFBAI announced in September 2018 that its participants had agreed to adopt strengthened and revised Uniform Category-Specific Nutrition Criteria, 2nd ed. The criteria came into effect January 1, 2020. CFBAI has published a White Paper that explains the basis for the Revised Criteria.

Since the adoption of the Uniform Criteria, participants have reformulated foods within their product portfolios (sometimes multiple times) and developed new foods to meet the criteria. As a result, foods advertised by CFBAI participants now are lower in calories, sugar, sodium and saturated fat, and provide more food groups and beneficial nutrients.