by Marion Nestle

Currently browsing posts about: Marketing to kids

Apr 3 2008

Marketing junk food to kids: new research

The April issue of the Journal of the American Dietetic Association carries three research papers on the current state of food marketing to children. One finds that websites targeted to kids carry advertising for junk foods. One compared breakfast cereals marketed to children to those marketed to adults; the kids’ cereals had more calories, sugars, and salt but less fiber and protein (oh, great). The third looked at Saturday morning TV and found 90% of the food commercials to be for junk foods. Hmm. Doesn’t sound like much has changed since the Institute of Medicine’s call for stopping all this (or at least slowing it down). Time to hold food companies accountable, I think.

Mar 21 2008

Will bans on marketing food to kids do any good?

In trying to figure out what to do about childhood obesity, the comments on the recent post raise issues worth pondering. Anna, for example, points out that food ads are banned in Norway but that kids are still getting fatter (although to a lesser extent than in the U.S.). She writes: “I just don’t think it [the ban] makes enough of a difference, even if it seems like a good idea on some fronts. It is the larger culture of commercialism and consumerism that surrounds children in Westernized countries, and if Norway can’t regulate commercial influences away, the US certainly can’t.”

Maybe not, but this view leads to two possibilities for dealing with childhood obesity on the policy level.  One is to do nothing (because doing something won’t do any good anyway).    The other, which I prefer, is to start taking actions, one at a time, in the hope of creating an environment more favorable to healthy eating for kids.  A ban on marketing seems like a reasonable first step, as does doing something about school food.  These might make it easier to teach kids (and parents) some critical thinking around food issues, some cooking skills, and something about where food comes from and why it matters.  The long-range goal is to create a food environment that promotes healthy eating as the default.  This means doing something, even if the results aren’t immediately obvious.   That’s why I’m so in favor of calorie labeling, marketing restrictions, school food improvements, efforts to move supermarkets into low income neighborhoods, farmers’ markets, CSAs, and everything else that makes it easier to eat better.  Eventually, they may add up to something that registers on weight surveys.  And that hope keeps me going.  How about you?

Mar 17 2008

A ban on marketing food to kids?

Consumers International and the International Obesity Task Force have just proposed a ban on global marketing of food to children that goes much further than the voluntary promises of food product companies like Kraft, Kellogg, and PepsiCo. The proposal calls for:

  • No radio or TV advertising of junk foods (including beverages) from 6 a.m. to 9 p.m.
  • No marketing of junk foods on social-networking Web sites and other forms of new media.
  • No gifts and toys to promote junk foods.
  • No use of celebrities to market junk foods.
  • No use of cartoon characters to market junk foods.

Why are they doing this? Because voluntary industry efforts are not working. I wonder how far they will get with this thoughtful and hard-hitting proposal.

Feb 19 2008

Marketing junk food to Hispanic kids

A study from Johns Hopkins has done for Hispanic TV what decades of studies have done for general TV: analyzed the number and content of televised food commercials. Guess what: one-third of food commercials on Spanish-language TV are directed to kids and most of these are for junk foods or sodas. Surprise!

Feb 1 2008

New report on marketing to kids in schools

CSPI has just completed its investigation of the extent of food marketing in the Montgomery County, Maryland, school district. Guess what? There is plenty of it, even in elementary schools:30% of elementary schools use candy, baked goods, soda, fast food, or restaurant food at fundraisers. Guess what? Most of the marketing in junior high and high schools is also for junk foods. And all this is still happening despite excellent wellness policies. We have work to do!

Dec 11 2007

More food industry promises, this time in the U.K.

So ten big food companies have promised to stop marketing to kids under age 12. According to a report about this promise, its purpose is to head off a ban on marketing to kids throughout the European Union. Will they really do it? Will the E.U. fall for this ploy. Let’s all stay tuned.

Dec 6 2007

McDonald’s latest advertising venue: report cards

We have this week’s Advertising Age to thank for telling us about McDonald’s new marketing venue: the covers of report cards! And how’s this for an incentive: kids in this school district in Florida who earn all A’s and B’s, have no more than two absences, or (not even and?) exhibit good behavior are entitled to a free happy meal when they present their report card. Next?

Plenty, apparently. See what the New York Times says about all the other food companies that have figured out creative ways to market to school kids.

Nov 13 2007

British restrictions on TV advertising are not working

Out of the United Kingdom comes news that its new policies designed to restrict food advertising to children are not working. They were not nearly restrictive enough. Most programs watched by young children are not affected by the rules, and food companies have figured out ways to continue business as usual. Lessons to be learned?