• December 15, 2010

According to the just-released third annual report on food/beverage marketers' compliance with their Children's Food and Beverage Advertising Initiative (CFBAI) pledges in regard to marketing to children under 12, compliance rates continue to be high.

The report from the Council of Better Business Bureaus, which oversees the program's administration and pledge compliance, concludes that, through product reformulation and innovation, major food makers that are participants "continue to achieve steady progress in promoting products to kids that are better for them."

Compliance was "excellent" during 2009, with only "a handful" of instances where non-CFBAI-approved products appeared in advertising to children, and these were detected and resolved quickly, according to the report.

CFBAI's review of TV advertising directed to kids on 38 hours of children's programming in 2010 found that 75% of the ads were for products that provided at least 10% of the Daily Value of one nutrient that is a shortfall in kids' diets or a half-serving of a food group to encourage; 32% included at least a half-serving of vegetables or fruit; 33% included milk or yogurt; and 27% were for products or meals that provided at least 8 grams of whole grains/50% whole grains.

The report also notes that 52% of participants' cereal ads for kids contain no more than 10 grams of sugar. All of the cereals contain less than 130 calories "and provide many essential vitamins and minerals; many contain a half-serving of whole grains and are a good source of Vitamin D," the report states.

CBBB also notes that participation has increased (Post Foods joined in 2009 and Sara Lee became the 17th participant earlier this year), and that the program now requires participants to devote 100% of kids' advertising to "better for you" products (versus the original 50% requirement). It has also been expanded to include child-directed ads in new and emerging media, such as child-directed interactive games in all formats, mobile media, DVDs of G-rated movies and DVD content primarily directed to kids and word-of-mouth advertising.

As a result of changes this fall, "virtually all participants" have agreed to limit advertising directed to kids age two to 11 to no more than 35% of total child-directed advertising.

The report also noted "ongoing improvement in the nutritional profile of foods that CFBAI participants advertise to kids."