Ghirardelli Chocolate Co. and Jelly Belly Candy Co. have both agreed not to advertise directly to children under the age of 12.

ARLINGTON, VA. – Six companies that make popular candy brands have agreed not to advertise directly to children under age 12. Ferrara Candy Co., Ghirardelli Chocolate Co., Jelly Belly Candy Co., Just Born Quality Confections, The Promotion In Motion Cos., Inc. and R.M. Palmer Co. are charter members of the Children’s Confection Advertising Initiative created by the Council of Better  Business Bureaus in partnership with the National Confectioners Association.

The C.C.A.I. is modeled after the Children’s Food and Beverage Advertising Initiative, another self-regulation program administered by the Council of Better Business Bureaus.

“C.C.A.I. follows the same principles as C.F.B.A.I. but is designed for small- to medium-size confectionery companies and has fewer administrative requirements than C.F.B.A.I.,” said Maureen Enright, director of the C.C.A.I. and deputy director of the C.F.B.A.I. “All C.C.A.I. participants are making the same commitment: to not engage in child-directed advertising. C.F.B.A.I. will independently monitor compliance and will publish periodic compliance reports, as it does for C.F.B.A.I.”

Just Born Quality Confections and Ferrara Candy Co. are also involved in the Children’s Confection Advertising Initiative.

Companies involved in the Children’s Confection Advertising Initiative sell such brands as Brach’s (Ferrara), Ghirardelli, Jelly Belly and Peeps (Just Born). The R.M. Palmer Co. manufactures seasonal chocolate novelties. Promotion In Motion manufactures and markets licensed, proprietary and private label brands. The six companies have pledged not to engage in confectionery advertising that is directed primarily to children under age 12 or to advertise their candy in school to children from pre-kindergarten through sixth grade.

Mary E. Power, president and c.e.o. of the C.B.B.B.

“Better Business Bureau has always felt that smaller companies can be just as much a part of the self-regulatory success story as major corporations,” said Mary E. Power, president and chief executive officer of the C.B.B.B. “This latest initiative is yet another example of how responsible companies can join together to efficiently regulate themselves.”