US confectioners in responsible advertising drive
The Council of Better Business Bureaus (CBBB), in partnership with the National Confectioners Association (NCA), has announced a new self-regulatory initiative that promotes responsible advertising to children.
Under the Children’s Confection Advertising Initiative (CCAI), participating companies agree to not directly advertise to children under the age of 12.
Six companies that make popular brands of candies are the charter participants of CCAI: Ferrara Candy Company; Ghirardelli Chocolate Company; Jelly Belly Candy Company; Just Born Quality Confections; The Promotion in Motion Companies, Inc.; and R.M. Palmer Company. They have pledged to not engage in confectionery advertising that is primarily directed to children under the age of 12 or to advertise their products in school to children aged between 4 and 11.
They join six other confectionery companies – American Licorice Company, Ferrero USA, The Hershey Company, Mars, Mondelez International and Nestlé – that are Children’s Food and Beverage Advertising Initiative (CFBAI) participants that do not advertise directly to children.
“CCAI follows the same principles as CFBAI, but is designed for small-to-medium size confectionery companies and has fewer administrative requirements than CFBAI,” explains Maureen Enright, director of CCAI and deputy director of CFBAI. “All CCAI participants are making the same commitment – to not engage in child-directed advertising. CFBAI will independently monitor compliance and will publish periodic compliance reports, as it does for CFBAI.”
“America’s leading confectionery companies are committed to marketing their products responsibly, and participating in this program further solidifies that commitment,” says John H. Downs, Jr, NCA president and CEO. “The candy companies that are members of CCAI and CFBAI make the majority of the candy on store shelves in the U.S.”