Understanding the Children’s Confection Advertising Initiative (CCAI)
The Council of Better Business Bureaus (CBBB), in partnership with the National Confectioners Association (NCA), has created a new self-regulatory initiative that promotes 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 16, 2016. The program is modeled after the Children’s Food and Beverage Advertising Initiative (CFBAI), another CBBB-administered self-regulation program.
Six companies that make popular brands of candies are the charter participants of CCAI: Ferrara Candy Company (maker of Trolli and Red Hots); Ghirardelli Chocolate Company (maker of Ghirardelli Squares and Bars); 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). The above companies 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 six other confectionery companies – American Licorice Company; Ferrero USA; The Hershey Company; Mars, Incorporated; Mondelez International; and Nestlé – 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.