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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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Elaine D. Kolish, Director Children’s Food & Beverage Advertising Initiative

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Elaine d kolish director children s food beverage advertising initiative

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


    Elaine d kolish director children s food beverage advertising initiative

    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

      • Send to [email protected]


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