In answer to mounting concern about the childhood obesity, in February 2006, the Council of Better Business Bureaus (CBBB) declared an initiative to scrutinize its self-regulatory agenda on children's marketing. The present system was a voluntary cross-business system that monitored ads directed to kids. But, the software did not stipulate which products firms could or could not promote children. In rejoinder to calls for action on childhood obesity, CBBB was contemplating a number of strategies, including revising children's advertising guidelines, but remaining within the fundamental parameters of the current program. Alternatively, the CBBB was considering establishing a new self-regulatory plan in which participating firms would constrain the quantity of their kids-targeted marketing of less-nutritious products.
It was widely believed that children's food advertising proved to be a major contributor to childhood obesity, and within the food-marketing category, considerable attention was directed to advertisements of kids's presweetened cereals. The major ready-to-eat (RTE) cereal producers, including Kellogg's and General Mills, were advocates of the CBBB self-regulation programs and were requested to contribute in the CBBB proposal. Every producer was taking different individual approaches to deal with the concerns of childhood obesity.
PUBLICATION DATE: February 13, 2012 PRODUCT #: 712463-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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