Our Commitment to Responsible Marketing

Responsible Solutions

America’s food and beverage companies have a strong commitment to providing consumers with the products, tools and information they need to achieve and maintain a healthy diet.  Obesity is a serious public health problem.  Everyone – industry, government, schools, parents, employers, communities and non-governmental organizations – must do their part if we are going to meet First Lady Michelle Obama’s goal of solving childhood obesity within a generation. 

Through the Council of Better Business Bureaus’ Children’s Food and Beverage Advertising Initiative (CFBAI), America’s food and beverage companies have implemented robust, voluntary changes to their child-directed marketing that have dramatically changed the marketing landscape in recent years.

The Facts

(download the fact sheet)
We have dramatically changed the marketing landscape.
 

  • Recognizing the unique role we play in the health and wellness of Americans – especially children – America’s food and beverage companies have implemented voluntary changes to their advertising practices that have dramatically changed the marketing landscape.
     

America’s food and beverage companies are moving full speed ahead on their pledge to market healthy food to children 100 percent of the time.
 

  • Founded in 2006, the CFBAI was formed to shift the mix of child-directed advertising to increase nutritious and/or healthy lifestyle messages for products seen on children’s programming. CFBAI participants commit to not engage in child-directed advertising or that 100 percent of their child-directed advertising will be for healthier products.
     
  • Sixteen of the nation’s largest and most influential food companies, which represent the vast majority of child-directed marketing in the United States, are participating members of CFBAI.
     
  • CFBAI applies to all child-directed advertising in traditional measured media and new and emerging digital and social media, including TV, Web sites, DVDs, video games, mobile apps and word of mouth. Product placement in child-directed content is not permitted, even for healthy products. Additionally, CFBAI participants have pledged not to advertise to children in elementary schools.
     
  • Under new, rigorous nutrition criteria adopted by CFBAI in July 2011, all products marketed by CFBAI’s participants on children’s programs must be for healthier product choices that meet strict standards for calorie, sugar, fat and sodium content. Additionally, the products must contain specified amounts of food groups to encourage consumption of essential nutrients. Product changes must be completed by the end of 2013 or the products may no longer be advertised to children.
     
  • Between 2004 and 2010, the average number of food and beverage ads seen by children age 2-11 during children’s programming fell by 50 percent.  Ads for cookies fell 99 percent and soft drink ads declined 96 percent.