Changing the Landscape of Food and Beverage Advertising

Changing the Landscape of Food and Beverage Advertising -...

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Changing the Landscape of Food & Beverage Advertising: The Children’s Food & Beverage Advertising Initiative In Action A Progress Report on the First Six Months of Implementation: July-December 2007 July 2008 ELAINE D. KOLISH, Director Children's Food and Beverage Advertising Initiative Council of Better Business Bureaus C. LEE PEELER, Executive Vice President Council of Better Business Bureaus President and CEO, National Advertising Review Council Council of Better Business Bureaus
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Advertising Initiative informative and useful. It represents the first six months of the program’s operation, and reflects pioneering work by the participants and the Council of Better Business Bureaus (CBBB) to develop, implement and enforce innovative approaches to advertising food products to children. CBBB is the national arm of Better Business Bureau (BBB). With a mission to advance trust in the marketplace, for nearly 100 years BBB has helped consumers and businesses navigate that marketplace with honesty and fairness. Today, there are 126 BBB offices across the U.S. and Canada, providing more than 105 million instances of service to consumers and businesses annually. This food and beverage advertising program is a perfect illustration of how self-regulation can advance trust in the marketplace. Even a casual reader of this report will be struck by the significant changes participants have put in place so quickly, and the seriousness with which they treat their obligations to the program, to parents, and most importantly of all, to children. The program is showing that self-regulatory measures can play an important role in addressing public needs effectively – in this case shifting the mix of food and beverage products advertised to children to healthier, better- for-you products. It was natural for the food industry to turn to BBB – with its focus on advancing marketplace trust – to help devise a creative response to the mounting concerns about childhood obesity and to demonstrate that advertisers can band together to provide meaningful responses within their purview. The Initiative also grew out of the well recognized work of CBBB’s Children’s Advertising Review Unit, known throughout the nation as the premiere organization setting standards for and monitoring advertising to children to assure that it takes account of their unique needs. We look forward to continuing our work with the participating companies in voluntary self-regulation. We intend to support their efforts to build on the progress they have made, while at the same time reporting objectively on the changes and commitments they have made to food and beverage advertising to children. Steven J. Cole
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Changing the Landscape of Food and Beverage Advertising -...

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