Arlington, VA — The Council of Better Business Bureaus (CBBB) in partnership with NCA have launched a self-regulatory initiative that promotes responsible advertising to children. Under the Children’s Confection Advertising Initiative (CCAI), participating companies agree to not advertise directly to children under age 12.
Six companies have signed on as charter participants: Ferrara Candy Co., Inc.; Ghirardelli Chocolate Co.; Jelly Belly Candy Co.; Just Born Inc.; The Promotion in Motion Cos., Inc. and R.M. Palmer Co. These companies have pledged to not engage in confectionery advertising that is primarily directed to children under age 12 or to advertise in schools to children in pre-kindergarten through 6th grade.
“We applaud the six companies for making this important commitment not to advertise to children under 12 and encourage other candy companies to join the initiative,” says Jessica Almy, senior nutrition policy counsel for the Center For Science In The Public Interest.
These candymakers join six other confectionery companies — American Licorice Co.; Ferrero USA Inc.; The Hershey Co.; Mars, Inc.; Mondelez International, Inc. and Nestlé USA — that are already participating in the Children’s Food and Beverage Advertising Initiative (CFBAI), another CBBB administered self-regulatory program involving reformed advertising practices.
“CCAI is designed for small to medium size confectionery companies,” says Maureen Enright, director of CCAI and deputy director of CFBAI. “CFBAI will independently monitor compliance and will publish periodic compliance reports.”
John H. Downs, Jr., NCA president and CEO, says he is pleased with the widespread industry involvement. “America’s leading confectionery companies are committed to marketing their products responsibly, and participating in this program further solidifies that commitment,” he says. “The candy companies that are members of CCAI and CFBAI make the majority of the candy on store shelves in the U.S.”
Mary E. Power, president and CEO of CBBB, supports the self-regulatory inclinations of the smaller industry players. “Better Business Bureau has always felt that smaller companies can be just as much a part of the self-regulatory success story as major corporations,” she says. “This latest initiative is yet another example of how responsible companies can join together to efficiently regulate themselves. We are delighted to build on CFBAI’s success, we appreciate NCA’s partnership on this effort, and we look forward to working with them to grow the program.”