I’m confused. Is Simpsons a movie or a lengthy ad for Burger King? And is this about marketing to children or what? You can watch the ads and decide for yourself.
Currently browsing posts about: Marketing to kids
A bunch of food companies promised today to stop marketing the worst of their junk foods directly to kids. I wish I could be more optimistic about what seem like amazingly generous pledges by these 11 companies. Will they really stop marketing junk food directly to young children? Remember: these are the very same companies that formed an alliance just a couple of years ago to protect their First Amendment rights to market junk foods to kids. So the companies are not making these promises as acts of altruism. They are forced to do this by public concerns about their role in promoting childhood obesity (for which there is much evidence and by fear of regulation if they don’t. Unfortunately, the history of what companies promise and what they actually do about marketing to kids is not reassuring. Kraft and McDonald’s, for example, have made similar promises in the past. Yes, they fulfilled some of the promises, but mostly they appear to be conducting business very much as usual. Food companies, of course, are caught in an impossible dilemma: even if they want to do the right thing, they can’t if it means losing sales. Maybe—just maybe—the companies will behave better because so many are joined in the effort. But who will hold them accountable? I say, let’s give them six months and see if they do what they say.
I am at the Festival of Ideas in Adelaide this week and checked out the local supermarket. Shrek was everywhere. I counted at least ten special displays of Shrek-illustrated foods positioned at the ends of 5 aisles, along one entire wall (with a blow up Shrek doll), and in stand-alone areas. Shrek III has arrived in Australia but does Australia really need a store full of Shrek-green Froot Loops (devoid of fruit, of course), Shrek cheese-flavoured snacks, Shrek-illustrated chocolate flavoured biscuits, and Shrek candies? And a local McDonald’s also has a Shrek tie-in. This is about one thing and one thing only: marketing junk food to kids. Not a good idea.