Children’s Food and Beverage Advertising Initiative | Children's Confection Advertising Initiative

The Children’s Food and Beverage Advertising Initiative (CFBAI) is a self-regulation program created to improve the landscape of food advertising to children under age 12. Participants voluntarily agree to follow CFBAI’s Core Principles. This means that they advertise only those foods or beverages that meet CFBAI’s Uniform Nutrition Criteria or do not advertise foods to children at all. Participants also commit to not advertise their foods to children in elementary schools, even foods that meet CFBAI’s Nutrition Criteria.

Program Impact

CFBAI participants include the 19-leading food, beverage, and quick-service restaurants in the United States. Participants develop company-specific pledges that set out how they will meet the requirements of CFBAI’s Core Principles and Uniform Nutrition Criteria. 

Broad Industry Coverage

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

Extensive Media Coverage

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

Uniform Nutrition Critera

CFBAI’s Uniform Nutrition Criteria sets limits on calories, saturated fat, sodium, and added sugars, and minimum contribution levels for important food groups like fruits and vegetables, and other key nutrients, like calcium and Vitamin D, for individual foods and meals.

Strong Compliance Oversight

CFBAI monitors and evaluates company compliance and participants submit annual self-assessments, including ads they have distributed and information about the audience composition.

Core Principles

CFBAI's Core Principles set requirements regarding media coverage and nutrition criteria for food advertising to children under 12 and are constantly evolving to respond to changes in the children’s advertising landscape. The Core Principles, 5th ed., more strictly defines what constitutes a child-directed audience, formally expands digital media coverage to include open-access platforms like YouTube and influencer communications, and incorporates the Uniform Nutrition Criteria, 2nd ed. These updates are in effect as of January 1, 2021. 



News & Blog

Press Release

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.

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Press Release

18 Leading Food, Beverage, and Restaurant Companies Adopt Revised, Stronger Uniform Nutrition Criteria for Foods Advertised to Children

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...

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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 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.
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Upcoming Events

CARU Conference: Virtual Series

The CARU Conference: Virtual Series is the leading event for marketing and legal executives dealing with kids’ advertising and privacy. The can't-miss sessions will make you more knowledgeable and kee ...
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Jun 23, 2020 Virtual

CARU Kidvertising 101 - New York

Oct. 23, 2020: CARU Kidvertising 101 is a half-day seminar designed by the Children’s Advertising Review Unit (CARU) to share best practices and actionable guidance on "kidvertising" and kids' privacy ...
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Oct 23, 2020 New York

CFBAI Participants

Currently, 19 leading U.S. food and beverage and restaurant companies participate in CFBAI.

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