Arlington, VA – May 11, 2010 – The Children’s Food and Beverage Advertising Initiative Director, Elaine D. Kolish, issued the following statement in response to the Childhood Obesity Task Force report released today:
The Children’s Food and Beverage Advertising Initiative applauds the goal of the First Lady’s Let’s Move Campaign to end childhood obesity within a generation.
Today, the Task Force report recognizes that reducing childhood obesity requires a multi-faceted approach. The 16 major food and beverage producers participating in the CFBAI look forward to helping bolster one of the pillars of the Let’s Move Initiative, “empowering parents,” by building on the success that has already been achieved through advertising self-regulation.
Under the CFBAI, four companies1 are not engaging in advertising primarily directed to children under 12 and the other 12 companies rely on sound, responsible nutrition standards to govern all of their child-directed advertising decisions.
These standards are changing the landscape of children’s advertising by driving reformulation and innovation. Already, more than 100 products have been reformulated or newly created to meet these standards, resulting in products that are more nutrient dense and lower in calories, fats, sugars and sodium.
Much has already been achieved in the short history of the CFBAI and we look forward to strengthening the role of self-regulation as a way to improve the balance of foods and beverages advertised to kids.
For more information visit http://www.bbb.org/us/children-food-beverage-advertising-initiative/. To schedule an interview with Elaine Kolish, BBB vice president and director of the Children’s Food and Beverage Advertising Initiative, contact Alison Southwick at 703-247-9376.
1 Cadbury Adams USA LLC; The Coca-Cola Company; The Hershey Company; and Mars Snackfoods US, LLC.
About the Children’s Food and Beverage Advertising Initiative
The Council of Better Business Bureaus launched the Children’s Food and Beverage Advertising Initiative in November 2006 to shift the mix of advertising messaging directed at children to encourage healthier dietary choices and healthier lifestyles. The 16 participants of the CFBAI are Burger King Corp.; Cadbury Adams USA LLC; Campbell Soup Company; The Coca-Cola Company; ConAgra Foods, Inc.; The Dannon Company; General Mills, Inc.; The Hershey Company; Kellogg Company; Kraft Foods Global, Inc.; Mars Snackfoods US, LLC; McDonald’s USA, LLC; Nestlé USA; PepsiCo, Inc.; Post Foods, LLC; and Unilever United States.