Does industry self‐regulation work to protect consumers? An evaluation of the children's food and beverage advertising initiative

Rosemary J. Avery, Aerin Brown and Alan Mathios

Journal of Consumer Affairs, 2022, vol. 56, issue 2, 536-564

Abstract: The study evaluates the success of an industry self‐regulatory initiative, the Children's Food and Beverage Advertising Initiative (CFBAI), designed to limit advertising of less nutritious foods to children that began in 2006 and implemented by pledging firms by 2013. We estimate the nutritional profile (calories, sugar, sodium, and fiber) of cereals that were advertised on national/local television (approximately 170 million ads) and measure children's exposure (over 21,000 children) to these ads for years 2001–2013. We also examine how firms responded to the voluntary agreement in terms of their advertising and product line decisions. Results reveal improvements in the nutritional quality of cereal children are exposed to through advertising, indicating the success of this self‐regulatory initiative in this product category. Results also reveal the ways in which manufacturers adapted their product line offerings and ad airings in response to their CFBAI pledges.

Date: 2022
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