CFBAI is pleased that the latest Rudd Center report recognizes that progress is being made in beverage marketing to children. Rudd’s latest report notes that children viewed notably fewer sugary drink ads in 2013 than in 2010 on TV and that ads on youth websites have gone down.CFBAI’s focus is on child-directed advertising and its participants do not advertise highly sugared beverages to children in children’s media on television, websites, print or radio. CFBAI and its participants agree that special protections are appropriate for children under age 12 and CFBAI commitments are helping improve the foods and beverages advertised to this age group.Rudd looked at all media rather than focusing on kid-directed media. This means its report included beverage ads for adults that kids may see if they watch teen- or adult-directed programming. Treating all ads children may see as “marketing to kids” does not reflect marketplace realities. For instance, kids represented only about 8% of the audience for “American Idol,” a program that Rudd singled out. Ads on such shows are not “marketing to kids.”CFBAI participants also do not engage in product placements on kids shows. Again, the Rudd report characterized teen and adult shows such as “The Big Bang Theory” as marketing to kids, despite the fact that the vast majority of viewers of this show are not children. Placements on these shows are not evidence of child-directed marketing. Rudd also treats social media sites like Facebook and Twitter as intended for children, but these sites require that users be over 12.For more information contact, Elaine D. Kolish, Director, Children’s Food and Beverage Advertising Initiative and Vice President, Council of Better Business Bureaus at firstname.lastname@example.org or 703-247-9382.