Who formed the CFBAI and what was their goal?

The Children's Food and Beverage Advertising Initiative (CFBAI) was formed by the Council of Better Business Bureaus (CBBB) in 2007. Its goal is to improve the food and beverage industry's advertising practices directed at children, encouraging companies to promote healthier dietary choices and reduce the marketing of unhealthy products to children. By establishing guidelines, the CFBAI aims to foster responsible advertising and support children's health.