Six candy companies have agreed not to advertise to children under age 12.

The Council of Better Business Bureaus announced that the companies, which own brands like Brach's, Lemonhead, Ghirardelli, Jelly Belly, Peeps, Mike and Ike, and Welch's Fruit Snacks, will form a program administered by the BBB and the National Confectioners Association.

The Children's Confection Advertising Initiative will be modeled after the Children's Food and Beverage Advertising Initiative, a self-regulatory initiative that includes 18 large food companies.

Confectionery companies joining the former include Ferrara Candy Co., Ghirardelli Chocolate Co., Jelly Belly Candy Co., Just Born Quality Confections, The Promotion in Motion Co., and the R.M. Palmer Co. They join six other confectionery companies – American Licorice Company; Ferrero USA; The Hershey Company; Mars, Incorporated; Mondelez International; and Nestlé – that are CFBAI participants that do not advertise directly  to children.

“America’s leading confectionery companies are committed to marketing their products responsibly, and participating in this program further solidifies that commitment,” John H. Downs, Jr, NCA president and CEO, said. “The candy companies that are members of CCAI and CFBAI make the majority of the candy on store shelves in the U.S.”

Although many leading food manufacturers have pledged not to advertise unhealthy food to children, a number of candy, restaurant, and media companies still have no policy to limit such advertisements.

“It’s 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,” says CSPI senior nutrition policy counsel Jessica Almy. “We applaud the six companies for making this important commitment not to advertise to children under 12 and encourage other candy companies to join this initiative."