Arlington, VA (March 16, 2016) –The Council of Better Business Bureaus (CBBB), in partnership with the National Confectioners Association (NCA), today announced a new self-regulatory initiative that promotes responsible advertising to children. Under the Children's Confection Advertising Initiative (CCAI), participating companies agree to not advertise directly to children under age 12. CCAI is modeled after the Children's Food and Beverage Advertising Initiative (CFBAI), another CBBB-administered self-regulation program.