 In response to the issue of childhood obesity, Burger King announced in October 2007 that it was joining The Council of Better Business Bureau's Children's Food and Beverage Advertising Initiative. The program is a voluntary self-regulation program designed to modify advertising messages aimed at children so as to encourage healthier eating habits and lifestyles. As part of its participation in the program, Burger King announced a series of steps in its advertising and children's product lines to which it was committing itself:
