Children’s Confection Advertising Initiative

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Children’s Confection Advertising Initiative

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Children’s Confection Advertising Initiative

Children’s Confection Advertising Initiative

Modeled after CFBAI, the Children s Confection Advertising Initiative (CCAI) was created in 2016 in partnership with the National Confectioners Association (NCA) to allow small-to-medium sized confectionery companies to take part in industry self-regulation. All CCAI participants make the same commitment to not engage in child-directed advertising for children under age 13.

Core Principles

CCAI participants pledge to not advertise to children under age 13 in covered media or in elementary and middle schools, the same advertising commitment made by the larger confectionery companies in CFBAI. To reflect the smaller business model of the CCAI participants, the administrative requirements of CFBAI have been streamlined in CCAI. At the same time, CFBAI monitors covered media to assess compliance by both CFBAI and CCAI participants and publishes an annual report on compliance and progress in both programs.

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CCAI Participants

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Frequently Asked Questions (FAQs)

What is CFBAI?

CFBAI is a voluntary self-regulation pledge program created to improve the children s food and beverage advertising landscape. Food and beverage companies and quick serve restaurant companies that participate in CFBAI have agreed to the CFBAI Core Principles to help address the challenge of childhood obesity. Under the Core Principles, participants commit that, in advertising primarily directed to children under age 13 in the United States (U.S.), they will either not advertise any foods or beverages to children in this age group or will advertise only foods or beverages that meet CFBAI s Category Specific Uniform Nutrition Criteria.

CFBAI is administered by BBB National Programs, which also administers the Children s Advertising Review Unit (CARU). CARU s Guidelines apply to all companies that advertise to children and address how all products, including foods, are advertised to children. CFBAI s Core Principles apply only to CFBAI participants and determine what foods they can advertise to children in covered media.

Why was CFBAI created?

In 2006, BBB National Program s predecessor organization, the Council of Better Business Bureaus, and leading U.S. food and beverage advertisers created CFBAI to respond to recommendations from the Federal Trade Commission (FTC) and the Institute of Medicine (IOM) that self-regulation do more to help improve the landscape of food and beverage advertising to children. IOM had recommended that food and beverage companies shift their child-directed advertising emphasis to foods and beverages that are lower in calories, fats, salt, and added sugars, and higher in nutrient content. FTC had recommended that industry self-regulation could do more to address concerns about how foods are marketed to kids. CFBAI was created with the goal of improving the children s food advertising landscape through nutrition standards for foods advertised in child-directed media.

The leading food and restaurant companies participating in CFBAI have evolved the foods they advertise to children and how they advertise to do their part to improve the children's food advertising landscape. Founding CFBAI participants include The Campbell's Company; The Coca-Cola Company; General Mills, Inc.; The Hershey Company; Kraft Foods Inc.; McDonald s USA, LLC; PepsiCo, Inc.; and Unilever USA. Many other leading companies have since joined CFBAI, which has increased the program's impact.

CFBAI is a dynamic program that has demonstrated continuous incremental improvement since its launch. Over the years, CFBAI's Core Principles have regularly been updated to reflect changes in the children s media environment.

What is CCAI?

Modeled after CFBAI, the Children s Confection Advertising Initiative (CCAI) is a voluntary, opt-in program designed for members of the National Confections Association that wish to follow CFBAI s Core Principles. All CCAI participants commit to not engage in advertising primarily directed to children under age 13 and to not advertise to children in elementary schools, the same basic commitments of the five confectionery companies that participate in CFBAI.

CCAI was created in 2016 in partnership with the National Confectioners Association (NCA).

How does CCAI work?

CCAI was created to allow small-to-medium sized confectionery companies to take part in efforts to improve the children s advertising landscape. CCAI recognizes that many confectionery companies have fewer administrative resources than those already participating in CFBAI. Because that disparity can present a barrier to participation in the full CFBAI, the CCAI s administrative requirements are more streamlined than those in CFBAI.

First, CCAI participants do not submit an individual pledge. Instead, participation is noted on BBB National Program s CCAI webpage. Second, CCAI participants are not required to submit annual self-assessments. Each CCAI participant submits an annual certification that it has complied with the CCAI Core Principles. CFBAI also independently monitors compliance with CCAI participants commitment not to engage in advertising primarily directed to children in measured and other covered media.

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Children’s Confection Advertising Initiative

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