Few audiences elicit the concerns and sensitivities of regulators, advocates and indeed parents, quite like children. Ad agencies are well advised to align their clients’ campaign strategies and messaging activities with strong consideration of applicable laws, regulations and standards for advertising to children.
Current 4A's Advocacy
The 4A’s has committed significant effort toward establishing responsible practices in two key areas: food and beverage advertising to children and online advertising to children.
• Since 2006, the 4A’s has vigorously supported The Children’s Food & Beverage Advertising Initiative (CFBAI), a self-regulatory program enforced by the Council of Better Business Bureaus (CBBB) and which counts among its participants 16 of the largest global food and beverage marketers.
• The CFBAI requires participant companies to adopt category-specific and uniform nutrition criteria that limit calories, saturated fats, sodium and sugars. The program also requires alignment with the government-developed “Dietary Guidelines for Americans” and further limits advertising to elementary school children and children aged six years or less across an enforced code of advertising best practices.
• The FTC has praised CFBAI member companies for their significant progress on product label reformatting as well as product marketing around the defined nutritional guidelines. In their 2012 report the Commission notes a corresponding modest decline in childhood obesity rates—most notably in large states such as California and across major metropolitan centers such as New York and Philadelphia.
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