At White House, BBB Touts Continued Improvements in Foods Marketed to Children, Announces Latest Member of CFBAI

September 18, 2013

Children’s Food and Beverage Advertising Initiative adds Ferrero USA as 18th member of self-regulatory program

Arlington, VA (September 18, 2013) – The Council of Better Business Bureaus’ Children’s Food and Beverage Advertising Initiative (CFBAI) today was at the White House Convening on Food Marketing to Children to talk about the steady improvements in foods advertised to children. CFBAI Director Elaine Kolish described the CFBAI’s significant contribution to ongoing progress in food advertising, noting that “self-regulation is making a meaningful difference in the foods advertised to children.”


Kolish also announced the newest participant in CFBAI: Ferrero USA, a subsidiary of Ferrero International, the global chocolate and confectionery producer of products such as Nutella®hazelnut spread and Tic Tac® mints. Ferrero has pledged not to engage in child-directed advertising.


“We are very happy to welcome Ferrero USA as our newest participant,” said Elaine Kolish, BBB Vice President and CFBAI Director. “Joining with the other seventeen CFBAI members demonstrates Ferrero’s commitment to the health of the nation’s children.”


Since 2006, the CFBAI has grown from 10 to 18 leading companies that have all committed to encourage healthier dietary choices. To that end, participants in the Initiative pledge to advertise only healthier products in media primarily directed to children under 12 or not to engage in any child-directed advertising. Ferrero USA has pledged not to direct advertising to children under 12, joining CFBAI participants The Coca-Cola Company, The Hershey Company and Mars, Incorporated, which also do not direct advertising to children.



The CFBAI was launched in November 2006 with the goal of shifting the mix of ads directed to children to include healthier products ─ those with fewer calories, less sodium, sugar or fats, and more nutrient dense. The CFBAI’s participants agree to use science-based nutrition standards to govern their advertising primarily directed to children under 12 (“child-directed advertising”) or not to engage in such advertising. The participants represent a substantial majority of child-directed food advertising on TV.


The CFBAI’s 18 participants are: Burger King Corp.; Campbell Soup Company; The Coca-Cola Company; ConAgra Foods, Inc.; The Dannon Company; Ferrero USA; General Mills Inc.; The Hershey Company; Hillshire Brands (formerly Sara Lee Corp.); Kellogg Company; Kraft Foods Group Inc.; Mars, Incorporated; McDonald’s USA, LLC; Mondelēz Global LLC; Nestlé USA; PepsiCo, Inc.; Post Foods, LLC and Unilever United States. For more information about the CFBAI,



For 100 years, Better Business Bureau has been helping consumers find businesses, brands and charities they can trust. In 2012, consumers turned to BBB more than 124 million times for Business Reviews on more than 4.5 million companies and Charity Reports on 11,000 charities, all available for free at The Council of Better Business Bureaus is the umbrella organization for 113 local, independent BBBs across the United States and Canada, as well as home to its national programs on dispute resolution and industry self-regulation.