Does industry self‐regulation restrict advertising? Evidence from the Children’s Food and Beverage Advertising Initiative

Objective The aim of this study was to evaluate the effectiveness of the Children’s Food and Beverage Advertising Initiative (CFBAI) in reducing children’s exposure to ads for candy and sweetened beverages. Methods Survey data were used to determine the television programs that children watch and the time slots during which they watch television. Advertisement placement data were used to count the number of candy and sweetened beverage (SB) ads appearing on programs and during those time slots. Advertisement placement data and children’s exposure measures were examined for 2003 to 2013. Results There was a dramatic decline in children’s exposure to ads for candy and SBs. The declines occurred before CFBAI implementation and occurred for each demographic group. There was no evidence that advertisers moved ads to programs watched by both children and teens/adults, i.e., programs not likely governed by the CFBAI. Conclusion There was a striking decline in ad placements and children’s exposure to ads for candy and SBs, much of which occurred when the CFBAI was being negotiated. Voluntary agreements have the potential to be successful, and some gains may occur even as firms and government negotiate the agreement.