Launched in 2007, this voluntary effort called for food manufacturers to set nutritional criteria for food products they advertise during children's programming. Organized through the Better Business Bureau, the initiative was widely criticized by advocates for federal regulation of advertising to children. A scorecard developed by the Rudd Center for Food Policy and Obesity at Yale University to track changes in the advertising of cereal to children was issued in 2012 and covered changes during the period of 2008 to 2011. Among the findings: total media spending to advertise child-targeting cereals had increased 34 percent, cereal company spending on Spanish-language TV more than doubled in that time period, two cereal companies launched new advertising in video games or advergame websites, and the majority of cereals children see advertised on television consist of one-third or more sugar. Overall nutrition had improved for 13 of 16-targeted brands, and preschoolers' exposure the cereal advertising declined by 6 percent. An updated review was published in 2017 including the context that in 2016, more than 20,300 food, beverage, and restaurant companies spent approximately $13.5 billion in advertising in all media. The report found that the number of food-related TV ads seen by kids declined from 2007 to 2016 by 4% for preschoolers (ages 2-5), 11% for children aged 6-11, and 14% for young teens aged 12-14. However, exposure to food-related TV advertising by children aged 2-14 continued to average 10 to 11 ads per day in 2016, or approximately 4,000 ads for the year.