Monitoring Food Company Marketing to Children to Spotlight Best and Worst Practices

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Abstract

In 2006, the Council of Better Business Bureaus and ten of the largest children’s food marketers launched the Children’s Food and Beverage Advertising Initiative (CFBAI), an industry self-regulatory program for the purpose of “Changing the nutritional profile of food and beverage products in child-directed advertising” (BBB, 2009). These companies’ pledges were fully implemented by 2008, and as of August, 2011, 17 companies had joined the CFBAI. The food industry has declared the CFBAI a success, with companies exhibiting excellent compliance with their pledges and the number of food and beverage advertisements on children’s television programming falling by 50 % from 2004 to 2010 (BBB, 2010).