CFBAI Tightens Nutrition Standards In Kid Ads

Elain Kolish CFBAI

The Council of Better Business Bureaus' Children's Food and Beverage Advertising Initiative (CFBAI) will expand its "core principles" starting Jan. 1, according to Elaine Kolish, BBB VP and CFBAI director.

Kolish made the announcement during the FTC's forum this week on food marketing and childhood obesity.

The principles will now require that participating food and restaurant companies commit that 100% -- versus the previous minimum standard of 50% -- of their advertising to children under 12 will be for "healthier dietary choices or better-for-you products," according to the nutrition standards defined in their individual pledges.

"While the option of satisfying the commitment through healthy lifestyle messaging or some combination of better-for-you product and healthy lifestyle messaging has been eliminated, the participants will continue to support and promote healthy lifestyles," according to CFBAI's release on the revised principles.

In addition, the venues and types of marketing covered are being expanded to include video and computer games rated "EC" or early childhood; other video games that are age-graded on the label as being primarily child-directed, and cell phone and word-of-mouth advertising that is primarily directed to children under 12.



1 comment about "CFBAI Tightens Nutrition Standards In Kid Ads ".
Check to receive email when comments are posted.
  1. Amy Fanter from Odds On Promotions, December 18, 2009 at 12:50 p.m.

    Kids dont buy, parents do. Make healthy choices for your kids needs to be the message. If parents dont buy this junk, then kids wont have access to it. I am so tired of councils, etc trying to nanny us. Parents have to learn to say NO!

Next story loading loading..