CFBAI_ProgramBackgrounds_4-28-2020

Children’s Food and Beverage 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

Modeled after CFBAI, the Children’s Confection Advertising Initiative (CCAI) is a voluntary program created in 2016 in partnership with the National Confectioners Association (NCA) for small-to-medium sized confectionery companies to take part in industry self-regulation. All CCAI participants make the same commitment—to not engage in child-directed advertising for children under age 12—joining the five confectionery companies that participate in CFBAI—American Licorice Company, Ferrero USA, The Hershey Company, Mars Incorporated, and Mondelez International—that together make up most of the candy on store shelves in the United States.  

Core Principles

Under the CCAI Core Principles, participants commit to not advertise their products in covered media primarily directed to children or in elementary schools.

Types of Media

CCAI reviews child-directed advertising, influencer communications, elementary schools, and product placements in TV, radio, print, digital media, and mobile apps, including open-access platforms with child-directed content such as YouTube.

Monitoring & Enforcement

CFBAI independently monitors CCAI participants’ compliance and publishes annual compliance and progress reports. CFBAI’s oversight provides the important element of public commitment, transparency, and accountability.

Core Principles


CCAI participants may have fewer resources than those participating in CFBAI and, accordingly, has designed more streamlined administrative requirements. 

 

  • Each CCAI participant will be noted on the program website in place of an individual pledge. 
  • Additionally, participants must submit an annual statement signed by a responsible company official that it has complied with the CCAI commitments.  

  • CCAI participants must also report any violations when it learns of their occurrence and what steps the company has taken to address the issue and prevent re-occurrence.  

 

For issues with compliance, CFBAI will provide the company notice and an opportunity to bring its conduct into compliance. Failure to comply with their commitment or respond to oversight requests from the program administrator may result in dismissal from the program and/or referral to the relevant regulatory authority. 

 

 

 

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 ...
Learn more
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 ...
Learn more
Oct 23, 2020 New York

CCAI Participants

Currently, 8 confectionery companies participate in CCAI.

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