Bubblicious ads to no longer target those under 12

NEW YORK Cadbury Adams announced this week that, as part of the Better Business Bureau's Children's Food and Beverage Advertising Initiative, it has decided to stop advertising Bubblicious Gum to children under 12, according to published reports.

The move, part of a 2007 Federal Trade Commission pledge to either go sugarless or draw an advertising cutoff at 12, was a result of the federal government’s increasing focus on combating childhood obesity in the United States.

Nine of the 13 participants in the initiative have committed to the new age restrictions in their advertising and on selling kids under 12 more healthy products. Coca-Cola, Hershey Foods and Mars have said they already do not direct any of their advertising to kids under 12.