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Progress In Action: Children’s Food & Beverage Advertising Self Regulation A Report From the BBB FTC/HHS Forum July 18, 2007

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Progress In Action: Children’s Food & Beverage Advertising Self Regulation A Report From the BBB FTC/HHS Forum July 18, 2007. Elaine D. Kolish, Director Children’s Food & Beverage Advertising Initiative Council of Better Business Bureaus. The BBB.

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Progress In Action: Children’s Food & Beverage Advertising Self RegulationA Report From the BBBFTC/HHS ForumJuly 18,2007

Elaine D. Kolish, Director

Children’s Food & Beverage Advertising Initiative

Council of Better Business Bureaus

the bbb
The BBB
  • Nearly a century of service dedicated to advancing trust in the marketplace
  • 128 Bureaus throughout the United States and Canada
  • Both consumers and businesses served
    • Millions of consumers served annually
    • 400,000 small & medium size business members
    • Hundreds of multi-national corporate members based in North America
self regulation in action
Self Regulation In Action
  • Background on the Children’s Food and Beverage Advertising Initiative
  • Overview on Initiative Progress
  • Highlights On Company Pledges
  • Report on the Children’s Advertising Review Unit (CARU) Program Updates
  • Next Steps
the initiative s origin
The Initiative’s Origin
  • Joint FTC/HHS workshop July 2005
  • Joint FTC/HHS Report April 2006
  • Recommendations for self-regulation
    • Improve CARU process
    • Modify self regulation to assist in combating childhood obesity
  • BBB/National Advertising Review Council undertake comprehensive CARU Guidelines review
the initiative s goals
The Initiative’s Goals
  • All goals relate to advertising primarily directed to children under 12 (“child-directed” advertising)
  • Change mix of ads on TV, print, radio & Internet
    • Promote better-for-you foods or healthy lifestyles
  • Reduce use of Third Party Licensed Characters in ads
  • Address advertising in
    • Editorial/Programming Content (product placement)
    • Elementary schools
    • Company-owned websites
    • Interactive games
highlights on initiative s progress
Highlights on Initiative’s Progress
  • Pledges from all 11 companies approved
  • Pledges will have significant effect on ads
    • Type of products advertised
    • Number of ads shown by participants
  • Pledges’ implementation ongoing
    • Full implementation by end of 2008
changes in child directed ads
Changes in Child-Directed Ads
  • Virtually all child-directed advertising will be tied to nutrition standards
  • 8 companies: 100% of advertising will be for better-for-you foods
  • 3 companies: No advertising of traditional candy & snacks, or beverages
  • 1 company: no ads or ≥ 50% for better-for-you product
basis for better for you products
Basis for Better-For-You Products
  • Product selection based on nutritionist-developed criteria
  • Criteria primarily based on government standards and recommendations
    • FDA standards for “healthy,” “low,” “reduced”
    • DHHS/USDA 2005 Dietary Guidelines
      • Overall limits on fats, sodium, sugar
      • Foods recommended for increased intake
      • Nutrient shortfalls for children
better for you products
Better-For-You Products
  • Qualify in one or more ways
  • Provide needed foods & nutrients
    • Whole grains, vitamins/minerals, fruits and vegetables
  • Meet certain nutrient specifications
  • Contain less calories, fat, sugar or sodium
  • Provide functional benefit
other pledge highlights
Other Pledge Highlights
  • Third Party Licensed Characters
    • Limited to better-for-you products or healthy lifestyle messages in advertising primarily directed to children under 12
  • Product Placement
    • Will not be sought out or paid for in child-directed media
  • Elementary Schools
    • Stopping advertising of food & beverages to children
  • Company-Owned Sites Directed to Children Under 12
    • Limited to for better-for-you products/healthy lifestyle messages
  • Interactive Games Directed to Children Under 12
    • Limited to better-for-you products/healthy lifestyle messages
advertising tied to nutrition standards
Advertising Tied to Nutrition Standards
  • 100% commitment to better-for-you food advertising to children under 12
    • Campbell Soup Company
    • General Mills
    • Kellogg Company
    • Kraft Foods
    • Mars
    • McDonald’s USA
    • PepsiCo
    • Unilever United States
campbell soup company
Campbell Soup Company
  • 100% commitment to advertise better-for-you foods to children under 12
    • Soups with less sodium and/or include a full serving of vegetables
    • Crackers with <35% calories from fat, 10% sat fat, modest sugar (<1g)
    • Canned Pasta with less sodium, <35% calories from fat & include serving of vegetables, other positive nutrients
  • Implementation—FY 2007-2008
    • No advertising to children under 6; policy formalized in 2006
general mills inc
General Mills Inc.
  • 100% commitment to advertise better-for-you foods to children under 12
    • Revised Healthy Dietary Choice nutrition criteria
      • 175 calories per serving, and either
      • Meets FDA definition of healthy, or
      • Includes 1/2 serving of foods targeted for increased consumption and meets sat fat, trans fat & sodium limits
    • New 12 gram per serving sugar guideline (exclusive of sugars from fruit and dairy)
  • Implementation—No later than Dec. 31, 2008
    • Most advertising will comply during entire period (6/07-12/08)
      • Foods will meet criteria or will not be advertised
    • No advertising to children under 6 since 2005
kellogg company
Kellogg Company
  • 100% commitment to advertise better-for-you foods to children under 12
    • Newly adopted nutrition criteria must be met
      • ≤ 200 calories per serving
      • ≤ 2g sat fat, 0 Trans fat
      • ≤ 230mg sodium (460 for waffles)
      • ≤ 12g sugars (excluding sugars from fruit and dairy)
  • Implementation—no later than Dec. 31, 2008
    • Foods will meet criteria or will not be advertised
    • No advertising to children under 6 since 2005
kraft foods
Kraft Foods
  • 100% commitment to advertise better-for-you products to children under 12
    • Detailed criteria by product category
    • Based on Sensible Solution nutrition criteria
  • Implementation—Completed (2006)
    • Participating in Initiative to provide greater public transparency and BBB oversight
    • No advertising to children under 6 under longstanding policy
mcdonald s usa llc
McDonald’s USA, LLC
  • 100% commitment to advertise better-for you meals to children under 12
    • Based on newly established nutrition criteria
      • ≤ 600 calories, ≤35% of calories from fat, 10% from sat fat, and 35% sugar by weight
    • Advertising will feature the following Happy Meal
      • 375 calorie 4 piece Chicken McNuggets Happy Meal with Apple Dippers, Low-fat Caramel Dip, & 1% low-fat white milk
  • Implementation—January 2008
pepsico inc
PepsiCo, Inc.
  • 100% commitment to advertise better-for-you products to children under 12
    • Based on Smart Spot nutrition criteria
      • Specified fat, cholesterol, sodium & sugar limits, and requirements for certain nutrients, or
      • Functional health or wellness benefit, or
      • 25% reduction in calories, fats, sugar or sodium
  • Implementation—January 2008
    • No advertising directed to children under 8 since 2006
unilever united states
Unilever United States
  • 100% commitment to advertise better-for-you products to children under 12
  • Products must qualify for new “Eat Smart-Drink Smart” logo program
      • Based on US Dietary and International Guidelines
      • Benchmarks for 5 key nutrients
        • Trans fat, sat fat, sodium, sugar and cholesterol
  • Implementation—Sept. 2007
    • No advertising to children under 6 since 2006
no advertising group
No Advertising Group
  • Cadbury Adams will either
    • No longer advertise Bubblicious gum, or

≥ 50% advertising of product that meets Initiative healthier food criteria

  • Coca-Cola
  • Hershey
  • Mars (traditional candy & snacks)
cadbury adams usa llc
Cadbury Adams USA, LLC
  • Company will either
    • Not advertise Bubblicious gum,or
    • ≥ 50% media impressions for version meeting Initiative’s healthier food criteria
  • Currently, Bubblicious is only product advertised to children under 12
  • Implementation—March 2008
    • No advertising to children under 8 since 2004
the coca cola company
The Coca-Cola Company
  • No advertising targeted primarily to children under 12
  • Implementation—Completed
    • Publicly committing now to adhere to its longstanding practice in the U.S. to not target ads to children under 12
the hershey company
The Hershey Company
  • No advertising of candy on programs and media primarily directed to children under 12
  • Implementation—Completed January 2007
    • 2006--400 million media impressions were directed at children under 12
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Mars
  • No advertising primarily directed to children under 12 of traditional candy and snack products
  • Implementation—Completed June 2007
  • Better-for-you snacks would be advertised-if at all-to children 9 & older
      • Products meet specified nutrition criteria
the caru program
The CARU Program
  • Adopted Guidelines for marketing to children under 12 in 1975
  • Monitors child-directed advertising for all products in all mediums
  • Assesses how products are presented
    • Truthful, fair, and appropriate
caru program enhancements
CARU Program Enhancements
  • CARU Advisory Board expanded
    • Includes more children’s health and nutrition experts
  • Online complaint form added
    • Facilitates filing of complaints from the public
  • CARU resources increased
    • Initiative resources are additional (2 staff)
  • Food ad prescreening increased
    • Based on additional support from GMA
caru guideline updates
CARU Guideline Updates
  • Revised Guidelines to make scope clearer
    • Expansive definition of “national advertising” added
    • Advergaming provision added
  • Updated guidance on food advertising
    • Food quantities shown being consumed tied to labeled serving size
    • No disparagement of healthy foods/lifestyles
    • Mealtime depictions of foods in framework of a nutritionally balanced meal
next steps
Next Steps
  • Monitoring
    • Companies will submit compliance reports
    • BBB will independently monitor
    • Public comments welcomed
  • Reporting publicly on results & compliance
  • Conducting program evaluation in 3 years
  • Recruiting additional participants
more information
More Information
  • Pledges available online
    • Visit www.cbbb/initiative.org
  • Comments and inquiries welcomed
ad