Despite regulatory scrutiny of food advertising to kids that began in 2007 and presented challenges to the children’s TV networks, the kids’ TV upfront may rise as much as 5% this year, reports Advertising Age.

The rise in advertising is based on a new focus toward targeting parents, as well as a priority on promoting healthy products, the story notes.

The challenge to the industry started in 2007, when advertisers were required to promote healthy products in at least 50% of their media targeted to children as part of the Children’s Food and Beverage Advertising Initiative, the story notes. That became an official requirement in January 2010, and Coca-Cola, Cadbury, Mars and Hershey’s have all pledged not to advertise to children younger than 12, the story notes.