Currently, the CFBAI only covers TV advertisements during shows in which children make up 35 percent or more of the viewing audience. Because of this restriction, the extent to which marketing of unhealthy foods to children has been decreased is unknown.
The authors analyzed 2010 Nielsen data to quantify the proportion of unhealthy food advertising that is covered by the current initiative guidelines. They analyzed the percentage of the audience made of children ages 2-11 and the number of food and beverage advertisements viewed by children.
Food advertising to children is an important public health concern due to the childhood obesity epidemic. Current CFBAI guidelines apply to approximately half of food advertisements seen by children. Revisions to the criteria for inclusion to CFBAI guidelines would increase the scope of the CFBAI initiative.