Arlington, VA –The nation’s leading food and beverage companies have remained committed to fighting childhood obesity by advertising only healthier food to children, according to a report issued today by the Children’s Food and Beverage Advertising Initiative (CFBAI). The Report on Compliance and Progress During 2013 notes that the 18 companies that participate in CFBAI “virtually always” followed the standards required by their commitments. The report summarizes CFBAI’s compliance assessment, including the extensive, independent monitoring conducted by CFBAI, and its review of the children’s food advertising landscape. CFBAI is a voluntary advertising self-regulation program administered by the Council of Better Business Bureaus (CBBB).“Although there were a few problems, which we note in the Report, we were pleased to again find an outstanding level of compliance,” said Maureen Enright, CFBAI’s Deputy Director. “The companies continue to work hard to ensure that their child-directed advertising is only for foods meeting meaningful nutrition criteria. While CFBAI keeps a close eye on what is advertised to children, the detailed self-assessments that companies annually submit to CFBAI show they vigilantly review the systems and procedures they created and maintain solely to ensure compliance with their commitments. They also diligently report on problems and the solutions they adopt to avoid them in the future.”For seven years, CFBAI’s criteria have led to improvements in many foods that CFBAI’s participants advertise to children under age 12, as well as other foods that adults may purchase for children that are not necessarily advertised to them. From 2007-2013, that meant the use of meaningful company-specific nutrition standards. As of January 2014, that has meant the use of CFBAI’s stronger category-specific uniform nutrition criteria. “We are gratified to observe and to hear from companies that they use CFBAI’s criteria for many foods, whether or not they advertise them directly to children,” said Enright.In 2013, ads for foods or beverages continued to represent less than 25% of all ads, according to a CFBAI-conducted analysis of commercials on a sample of Nickelodeon programs (television continues to be the medium children use most often and for the longest amounts of time). Most of those ads were CFBAI-participant ads and most had had at least one recipe improvement since the company had joined CFBAI. Cereals and snacks were the foods CFBAI participants advertised most often to children. Notably, over time the sugar content of the advertised cereals has dropped significantly and their nutrition density, representing whole grains, dietary fiber and other important vitamins and minerals, has increased. Today, because of CFBAI’s uniform nutrition criteria, cereals advertised to children may not contain more than 10 grams of sugar per serving, far less than the 14-15 grams per serving that some cereals contained before CFBAI. Many now contain even less than 10 grams.About the Children’s Food and Beverage Advertising InitiativeBBB launched the Children’s Food and Beverage Advertising Initiative in 2007 to shift the mix of advertising messaging directed at children to encourage healthier dietary choices and healthier lifestyles. CFBAI’s participants currently are Burger King Corporation; Campbell Soup Company; The Coca-Cola Company; ConAgra Foods, Inc.; The Dannon Company, Inc.; Ferrero USA, Inc.; General Mills Inc.; The Hershey Company; 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 CFBAI, visit bbb.org/kids_food.About BBBFor more than 100 years, Better Business Bureau has been helping people find businesses, brands and charities they can trust. In 2013, people turned to BBB more than 132 million times for BBB Business Reviews on more than 4.5 million businesses and Charity Reports on 11,000 charities, all available for free at bbb.org. The Council of Better Business Bureaus is the umbrella organization for 112 local, independent BBBs across North America, as well as home to its national programs on dispute resolution, advertising review, and industry self-regulation.