CFBAI Survey Finds Members in Excellent Compliance of F&B Advertising Standards to Children



A latest industry report released by the Children’s Food and Beverage Advertising Initiative (CFBAI) lauds US foods and beverage companies for remaining committed to standing against childhood obesity by using only healthier foods in advertisements for children. The report studies progress related to compliance in 2013, and includes 18 companies.

The report comprises a summary of the assessment of CFBAI’s standards set for the food and beverage industry. According to the deputy director of CFBAI, Maureen Enright, the council did notice a few problem areas that are documented in the report, but the committee noticed a strong level of compliance.

The CFBAI official said that the authority keeps a close check on foods that are advertised to children, and companies carry out self-assessments to show their adherence to the various standards, systems, and procedures that have been implemented. According to the report, the criteria set by CFBAI have led to a number of improvements in advertising standards and ethics for children aged 12 or less, especially in the backdrop of a growing incidence of obesity in that age bracket. Between 2007 and 2013, the use of nutrition standards that are company-specific have been used by the participants.

According to the 2013 figures from the CFBAI’s survey, food and beverage advertisements constituted lower than 25% of all advertisements. The advertisements were sampled during programs aired on the Nickelodeon television channel. A large proportion of these advertisements were by companies that are CFBAI participants, and it was observed that most of these advertisements reported at least one recipe enhancement from the time that the company became a CFBAI member.

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