Ad industry unveils biggest change in food guidelines in decades

11/15/2006 | Advertising Age (tiered subscription model)

Cadbury Schweppes, Campbell Soup, Coca-Cola, General Mills, Hershey, Kellogg, Kraft Foods, McDonald's, PepsiCo and Unilever, which account for more than two-thirds of all the food and beverage ads in the industry, unveiled the new Children's Food and Beverage Advertising Initiative. Under the new agreement, the marketers will devote at least half of all of their advertising for children under 12 to promoting healthy foods and lifestyles. Though considered a watershed movement for the advertising industry, some consumer groups say the initiative still doesn't do enough to limit advertising for less nutritious foods to children.

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