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BBB Announces Burger King Corp. Joins Children’s Food and Beverage Advertising Initiative

9/12/2007

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The Council of Better Business Bureaus today announced that Burger King Corp. has joined its Children's Food and Beverage Advertising Initiative, becoming the 12th major food marketer and second quick service restaurant chain to join the program.

BBB also approved Burger King Corp.'s pledge, in which the company committed that, effective December 31, 2008, 100 percent of its advertising directed primarily to children under 12 will be for Kids Meals that meet Burger King Corp.'s newly adopted Nutrition Criteria.

"We are gratified that Burger King Corp. has joined this important program," said Elaine D. Kolish, Director of the Initiative. "Burger King Corp. will be joining with 11 other market leaders in setting nutritional criteria for the foods they will advertise in media primarily directed to children under 12. These commitments will help shift the mix of food advertising to kids. Moreover, the Initiative's third party monitoring and reporting provisions will foster trust in these commitments."

As part of its pledge, Burger King Corp. has adopted Nutrition Criteria to guide future decisions on food and beverage products it advertises to children under 12 years old. By December 2008 such advertising will be limited to Kids Meals providing:

  • No more than 560 calories per meal
  • Less than 30 percent of calories from fat
  • Less than 10 percent of calories from saturated fat
  • No added trans fats
  • No more than 10 percent of calories from added sugars

The Burger King Corp.'s Nutrition Criteria is based primarily on the Dietary Guidelines for Americans, 2005. Burger King Corp. will be testing Kids Meals that meet the nutrition criteria. One meal includes Flame Broiled CHICKEN TENDERS® (4 piece), MOTT'S® Organic Unsweetened Apple Sauce, and HERSHEY®'S 1% Low Fat White Milk.

In addition, as provided by the terms of the Initiative, Burger King Corp. will:

  • Restrict advertising to children under 12, which uses third-party licensed characters, to Kids Meals meeting its Nutrition Criteria
  • Refrain from advertising in elementary schools and from product placement in media primarily aimed at children under 12
  • Limit food depicted on food content pages of company-owned Web sites primarily directed to children under 12 to Kids Meals meeting its Nutrition Criteria
  • Limit the use of food and beverages shown in interactive games to Kids Meals that meet its Nutrition Criteria

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 to children to encourage healthier dietary choices and lifestyle choices.

In July at "Weighing In: A Check-Up on Marketing, Self-Regulation, and Childhood Obesity," a joint forum hosted by the Federal Trade Commission and Department of Health and Human Services, BBB announced the pledges of the 11 other major companies that are members of the Initiative: Cadbury Adams, USA, LLC; Campbell Soup Company; The Coca-Cola Company; General Mills, Inc.; The Hershey Company; Kellogg Company; Kraft Foods 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 12 participants visit www.bbb.org.

# # #

Reporters and journalists may contact Steve Cox, CBBB's Vice President, Communications, or call 703.276.0100 to request an interview or additional information.

If you are a consumer who is seeking additional information, or need assistance with a complaint against a business, please contact your local BBB, visit the BBB web site (www.bbb.org) or call 703.276.0100.

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