American Licorice Co. has become the latest company to sign up to the Children's Food and Beverage Advertising Initiative, an industry self-regulatory programme on marketing to kids.

The company has said it would not advertise directly to children. The Red Vines and Sour Punch owner joins five other confectioners – Ferrero, Hershey, Mars Inc, Mondelez International and Nestle – in making the pledge.

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Elaine Kolish, director of CFBAI and vice president of the Council of Better Business Bureaus, which administers the programme, praised American Licorice Co. "for making the difficult but responsible decision to no longer advertise its candy directly to children".

Eighteen companies have joined the CFBAI, which was set up in 2006 to set guidelines on advertising products to children. The businesses have either pledged to promote only healthier products in advertising aimed at children or not market their lines at all.

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