In a recent online survey of almost 1,200 mothers, more than 73% agreed that promotional materials aimed at parents are more acceptable than those aimed at kids.

The only direct-to-kids programs that did score well in the survey were reward programs. For example, the one offered by Pizza Hut's Book It!, which offers free pizza coupons for reading books and Topps of the Class, which offer free trading cards for good grades. Eighty-five percent of the moms said reward programs -- those two were mentioned specifically in the question -- were acceptable.

A full 91% said samples distributed in parent gift bags on special nights were OK. And while only 22% thought food and beverage samples given directly to students are acceptable, when the wording was changed to say "healthy food and beverages that meet School Nutrition Association guidelines," the approval rating jumped to 72%.

The findings about the initiative also showed that other industries that sell to children should be paying attention, too. More than one-third (38%) of the moms surveyed strongly agreed -- and another 36% agreed -- that the initiative should be extended beyond the food and beverage industry to all companies that advertise to children.