Back in 2007, ten of the largest food and beverage companies formed the Children’s Food and Beverage Advertising Initiative (CFBAI), a voluntary self-regulatory body that promised to clean up the junk food ads directed at our kids.
Now, a decade later, 18 companies participate in the CFBAI, and for the most part they’ve all lived up to their pledges to only promote “healthier dietary choices” in “child-directed media.”
That sounds like great news, doesn’t it?
Yet last year, our kids still viewed an average of 11 food-related ads on television every day , mostly for junk food, while less than 10 percent of food ads they saw promoted healthier products. So today on Medium, I and Dr. Jennifer Harris, Director of Marketing Initiatives at the Rudd Center for Food Policy & Obesity, have published a short opinion piece which highlights the glaring loopholes in the CBFAI program that account for this troubling outcome.
It’s my general impression that most parents aren’t even aware the CFBAI exists, let alone how toothless it is. So I do hope you’ll take the time to read the piece and also share it on social media. Here’s a sample tweet you can use to let Big Food know it needs to do better by our kids:After a decade of food and beverage industry self-regulation, our kids are STILL bombarded with junk food ads: http://bit.ly/2B80lvY @bbb_us Click To Tweet
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