ARLINGTON, Va. – April 22, 2008 – Better Business Bureau’s Children’s Food and Beverage Advertising Initiative announced today that it has approved Cadbury Adams USA’s decision to cease advertising for Bubblicious gum that is directed primarily to children under 12. Television, print and radio ads for the product primarily directed to children under 12 stopped earlier this year and the product Web site was recently revamped and is no longer directed at children under 12.
BBB announced in July 2007 the pledge of Cadbury Adams and 10 other participants in the Initiative at a joint forum hosted by the Federal Trade Commission and Department of Health and Human Services. At that time, Cadbury Adams said it would determine by March 31, 2008, whether to direct 50 percent of its advertising for Bubblicious gum to a better-for-you product — such as a sugar-free version — or cease advertising altogether in media directed primarily to children under 12. Bubblicious is the only product that Cadbury Adams advertises to children under 12 and is therefore the only product affected by the pledge and the guidelines of the Initiative.
“Cadbury Adams’ decision to stop advertising Bubblicious to kids under 12, and its long-standing policy under its Marketing Code of Practice to not advertise any of its products to children under the age of eight, shows its commitment to the health and welfare of children and self-regulation,” said Elaine D. Kolish, Director of the Initiative.
In making this commitment, Cadbury Adams joins three other Initiative participants that do not direct advertising to children under 12 — The Coca-Cola Company, The Hershey Company, and Mars, Inc. The other nine participants have committed that, over time, 100 percent of their advertising to children under 12 will focus on better-for-you products.
About the Children’s Food and Beverage Advertising Initiative
BBB launched the Children’s Food and Beverage Advertising Initiative in November 2006 to shift the mix of advertising messaging directed at children under 12 to include ads for healthier dietary choices and healthy lifestyles.
The 13 members of the Initiative are Burger King Corp.; Cadbury Adams USA LLC; Campbell Soup Company; ConAgra Foods; The Coca-Cola Company; General Mills, Inc.; The Hershey Company; Kellogg Company; Kraft Foods Global, Inc.; Mars, Inc.; McDonald’s USA, LLC; PepsiCo, Inc.; and Unilever United States.
For more information about the Children’s Food and Beverage Advertising Initiative and to view the pledges of the 13 participants visit: www.bbb.org/us/advertisers4healthykids.
About BBB
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