CFBAI Core Principles

Participants follow the CFBAI’s Core Principles or “Core Commitments,” which set requirements regarding advertising to children under 12. The Core Principles encompass an Advertising Commitment and an Elementary School Commitment. CFBAI monitors and reports on participants’ compliance with these commitments in annual reports. 

The Advertising Commitment

Participants agree to depict only foods that meet CFBAI’s Uniform Nutrition Criteria in advertising primarily directed to children under age 12.

CFBAI covers the following child-directed media:  

  • TV                              
  • Radio                           
  • Print                           
  • Internet/digital media, including
    • Company websites
    • Third-party websites
    • Video and computer games
    • DVDs and other video formats
    • Mobile apps
    • Word of Mouth
    • Interactive games
  • Licensed characters, celebrities, and movie tie-ins in covered media
  • Product placement in child-directed program/editorial content to promote the sale of foods is not allowed.

Elementary School Commitment

Participants commit to not advertise their foods to children in elementary schools, even foods that meet CFBAI’s nutrition criteria. This commitment applies to the entire school and its facilities and grounds and covers the entire school day whenever children are under the supervision of the school or third parties on behalf of the school.

This commitment does not apply to the display of foods or beverages that are for sale, communications with adults, including administrators, school employees, or parents, charitable fundraising support, or curricular or public service materials.

CFBAI has published a Fact Sheet to provide additional guidance regarding this commitment.