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 to meet the 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. CFBAI was founded in 2006 and has more than a decade of impact; it has been the model for similar voluntary initiatives in more than 40 other countries.

The Facts

Big changes to marketing practices

  • 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 ahead on their pledge to market healthy food to children 100 percent of the time.


  • 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.
  • Eighteen of the nation’s largest and most influential food, beverage and quick-service restaurant 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.