Nestle USA could sign up to an industry-wide initiative that will limit the advertising of junk food to children.
 
The company has come under heavy fire from consumer groups for its failure to commit to the Council of Better Business Bureau's Children's Food and Beverage Advertising Initiative.
 
However, the world's largest food company has recently completed a global review of advertising standards to children and priority has been given to implementing these measures in the US, a spokesperson for Nestle USA told just-food.
 
"Nestle has just completed revising our Nestle global children's advertising guidelines. Nestle USA is in the process of working towards a January 2009 implementation of the guidelines in the US," the spokesperson said.
 
"Now that this is complete, we do plan to evaluate the CBBB's Children's Food and Beverage Advertising Initiative and determine how we can work together."
 
The CBBB agreement has already received the backing of thirteen major food companies, including Kraft Foods, Cadbury's US unit Cadbury Adams, Mars and Hershey.