About the Children’s Confection Advertising Initiative (CCAI)

CCAI Reports Full Compliance by Participants in 2017

CCAI participants again demonstrated excellent compliance with their commitments to not advertise to children under age 12 in 2017. 


BBB National Programs (formerly the Council of Better Business Bureaus) , in partnership with the National Confectioners Association (NCA), created a self-regulatory initiative for small-to-medium confectionery companies that promote responsible advertising to children. Under the Children’s Confection Advertising Initiative (CCAI), participating companies agree to not advertise directly to children under age 12. CCAI was announced on March 15, 2016. The program is modeled after the Children’s Food and Beverage Advertising Initiative (CFBAI), another BBB National Programs (BBB NP) administered self-regulation program.

Nine companies that make popular brands of candies participate in  CCAI: Brown & Haley (maker of  Roca® and Mountain Brands®), Ferrara Candy Company (maker of Trolli and Red Hots); Ghirardelli Chocolate Company (maker of Ghirardelli Squares and Bars); Goetze’s Candy Company (maker of Caramel Creams and Cow Tales), Impact Confections (maker of Warheads), Jelly Belly Candy Company (maker of Jelly Belly Jelly Beans and Sunkist Candies); Just Born Quality Confections (maker of Peeps and MIKE and IKE); The Promotion in Motion Companies, Inc. (maker of Sun-Maid Milk Chocolate Raisins and Sour Jacks Sour Candy); and R.M. Palmer Company (maker of Palmer seasonal chocolate candies). They have pledged to not engage in confectionery advertising that is primarily directed to children under age 12 or to advertise their candy in school to children from pre-kindergarten through 6th grade.

The CCAI participants join five other confectionery companies – American Licorice Company; Ferrero USA; The Hershey Company; Mars, Incorporated; and Mondelez International – that are CFBAI participants that do not advertise directly to children. The candy companies that are members of CCAI and CFBAI make the majority of the candy on store shelves in the U.S.

CCAI follows the same principles as CFBAI, but is designed for small-to-medium size confectionery companies and has fewer administrative requirements than CFBAI. All CCAI participants are making the same commitment – to not engage in child-directed advertising. CFBAI will independently monitor compliance and will publish periodic compliance reports, as it does for CFBAI.

CCAI’s core principles and list of participants are available here.


CCAI Program Participants