WRITTEN BY AUTUMN CLOUDEN

Kids will be seeing less of their favorite sweet treats on television.

In partnership with the National Confectioners Association, the Council of Better Business Bureau (CBBB) announced a new program to regulate advertising to children. Under the program Children’s Confection Advertising Initiative, influenced by the Children’s Food and Beverage Advertising Initiative, food companies agree to not advertise products to children under the age of 12.

“This latest initiative is yet another example of how responsible companies can join together to efficiently regulate themselves. We are delighted to build on CFBI’s success, we appreciate NCA’s partnership on this effort, and we look forward to working with them to grow the program,” said Mary E. Power, president and CEO of CBBB.

In accordance to the program six companies have already pledged their voluntary support. The companies include Ferrara Candy Company, Ghirardelli Chocolate, Jelly Belly Candy, Just Born Quality Confections, The Promotion in Motion Companies Inc. and R.M Palmer. These companies’ products like Peeps, and Red Hots will not be advertised in schools with students from pre-kindergarten to the sixth grade.

“Its not appropriate to advertise candy to children. Children are susceptible to advertising and don’t need encouragement to like and eat candy, which promotes diabetes, obesity, tooth decay and other health problems,” said Center for Science in the Public Interest senior nutrition policy counsel Jessica Almy.

Since 2007, other major candy companies such as Hershey, Ferrero USA, American Licorice Company, Mondelez, Mars and Nestlé have stopped advertising under the Children’s Food and Beverage Advertising Initiative.

“All of the companies recognize they have to do their part in the battle against childhood obesity and their commitment in acting responsibility has been to not advertise to children,” said Maureen Enright, director of the CBBB’s Children’s Confection Advertising Initiative.

Candy companies make estimated $35 billion a year from marketing, yet the ads are still targeted to teens and young adults.