Core Principles
All participants follow CFBAI’s Core Principles, which set requirements regarding food advertising to children. 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 13. Some participants commit to not advertise foods to this age group at all.
Under CFBAI’s Core Principles participants treat programming with an audience of 30% or more children as “child-directed.” Some participants use a 25% threshold.
CFBAI Core Principles cover the following child-directed media:
TV
Radio
Print
Internet/digital media, including websites, video and computer games, open-access platforms that have child-directed content like YouTube, mobile apps or mobile media
Influencer communications
Product placements and product integrations
Licensed characters, celebrities, and movie tie-ins in covered media
Word of mouth
The 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, charitable fundraising support or sponsorship, or curricular or public service materials.