The Better Business Bureau has released the first findings of its Children’s Food & Beverage Advertising Initiative and has just enlisted Nestlé USA to join the program.

Created in 2006, the program includes 14 major food and beverage companies, which account for roughly two-thirds of the children’s food and beverage advertising spend in the US.

So far, the BBB has found signatories The Coca-Cola Company, Hershey Company and Mars have fulfilled their pledges to not engage in any child-directed advertising in media covered by the Initiative. Similarly, Kraft Foods Global has met its pledge to limit all child-directed advertising to better-for-you products under its Sensible Solution program, while Campbell Soup Company and Unilever have limited child-directed advertising to better-for-you foods and immediately removed products that didn’t meet regulations.

Under the program, BBB continuously monitors participant compliance and releases annual reports detailing the findings. Finally, Nestlé USA has just become the 14th voluntary participant in the program.

The full report is currently available at www.us.bbb.org/advertisers4healthykids