The Easter Bunny may be the candy industry's most famous spokesperson, but the legendary figure won't be appearing in ads targeted at kids under a recent agreement signed by six members of the National Confectioners Association.

The six companies—Ferrara Candy, Ghirardelli Chocolate, Jelly Belly Candy, Just Born, The Promotion in Motion and R.M. Palmer—have pledged to not engage in any advertising primarily targeted to children under age 12 or to advertise in schools to children in pre-kindergarten through 6th grade, according to the association.

The initiative was coordinated by NCA in partnership with the Better Business Bureau. Six other food manufacturers have already signed a similar but separate pledge not to market either their candy or beverage products to young children.

"America's leading confectionery companies are committed to marketing their products responsibly, and participating in this program further solidifies that commitment," NCA CEO John Downs said. He added that the 12 companies that signed the two pledges produce the majority of candy appearing on store shelves in the U.S.

Easter is a major revenue generator for the candy industry. More than 100 million chocolate rabbits will be produced for Easter this year alone, NCA reported. Retail sales of candy are expected to reach $2.4 billion in 2016, up 1.4 percent from the previous year. http://bit.ly/1XSwBnj

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