RESUMO
BACKGROUND: Food and beverage advertising targeting children influences their food choices, diets, and health. Experts have suggested that efforts on food marketing to children would be more effective if self-regulatory nutrition criteria were stronger. The US self-regulatory program, the Children's Food and Beverage Advertising Initiative (CFBAI), and the World Health Organization (WHO) Europe nutrient profile model use different approaches to set nutrition criteria for food marketing to children, making comparing the strength of their criteria challenging. METHODS: We compared the number and percentage of foods and beverages that met the 2014 CFBAI Category-Specific Uniform Nutrition Criteria with the WHO European nutrient profiling criteria for food and beverage marketing to children. RESULTS: The June 2015 CFBAI product list included 185 food items and 34 multicomponent meals that could be advertised to children 11 years and younger. Among individual food items (n = 185), 44% (n = 82) were products in categories that were not permitted to be marketed to children according to WHO criteria. Almost half of the products (49%, n = 50) exceeded sweetener levels, 25% (n = 26) exceeded sodium levels, and 6% (n = 6) exceeded calories. Of the 34 multicomponent children's meals permissible under CFBAI, only two met WHO criteria. CONCLUSIONS: Overall, 85% of the food and beverage items and meals that the CFBAI and its member companies considered to be acceptable to market to children could not be marketed to children under the WHO model. CFBAI should strengthen its nutrition criteria to more effectively reduce unhealthy food marketing to children.