Nutrition and Food Marketing to Children

Amanda Crane, Dietetic InternUniversity of Virginia Health SystemMay 13, 2015

Outline• Background of food marketing (Assessment)• Statistics, findings, past trends• The media’s influence on children’s health• Marketing methods• Types of foods advertised

• Identifying the issues (Diagnosis)• What is being done (Intervention)• CFBAI• Responsible marketing recommendations

• Progression made (Monitoring/Evaluation)• CFBAI• Food marketing trends today

Objectives• Identify the major challenges for health promotion caused by

food marketing agencies• Understand the impact of food marketing on children’s health• Embody the role of the RDN and become aware of actions to

take to combat marketing unhealthy food to children• Play an active role in identifying and recognizing child-directed

food marketing techniques and strategies

Terms• Children: ages 2-11 years• Teens/Adolscents: ages 12-18• Youth: children and teens collectively• Child-directed marketing: children under 12 years old who

constitute at least 35% of the expected audience at the time of advertisement purchase

• QSR: Quick-service restaurant • CFBAI: Children’s Food and Beverage Advertising Initiative• Ad: advertisement of any kind

Children’s Food and Beverage Initiative. 2014.

The ugly truth

McDonalds:https://www.youtube.com/watch?v=2JApMoRQ7yAKFC:https://www.youtube.com/watch?v=_tJivCeTbeIOverview of Marketing to Children:https://www.youtube.com/watch?v=5ahMQwxN9Js

Homework review• Find anything surprising?• Specific food groups you noticed?• Fruit/vegetables• Junk food• Dairy products

• Where were the ads located?

Brief health background• Approximately 17% of US children and adolescents (ages 2-19

years) were obese from 2011-2012• Prevalence of obesity among 2-5 year olds decreased from

13.9% in 2003-2004 to 8.4% in 2011-2012• Estimated that at least 191,986 youth had DM in 2009• Annually, 18,436 diagnosed with type 1 and 5,089 diagnosed with

type 2• NHANES:

“The dietary and physical activity behaviors of children and adolescents are influenced by many sectors of society, including families, communities, schools, child care settings, medical care providers, faith-based institutions, government agencies, the media, and the food and beverage industries and entertainment industries.”

Centers for Disease Control and Prevention, 2015.

Assessment:What’s going on with food marketing?

Assessment

• FTC report in 2008 and follow-up in 2012• Requested by Congress from growing childhood obesity rates• 44 major food and beverage marketers

• Data about expenditures in 2009 of marketing activities to children and/or teens of 10 food categories

• Comprehensive data regarding marketing expenses, nutrition profile, target market, marketing strategies and regulations

Ad exposure• Youth spent 7.5 hours using media per day in 2011• 29.5% of commercials to children were for food and beverages• 7.6 food ads were shown to children per hour in 2009 • 2014: ads viewed per day for foods, beverages and restaurants• Children- 12.8• Adolescents- 15.2

• 2014: ads for fast food seen daily• Children- 4.9• Adolescents- 6.2

• About 1 ad per week for healthy food in comparison

UConn Rudd Center, 2015.Robert Wood Johnson Foundation, 2011.

Marketing costs• 2006- nearly $2.1 billion spent on youth• $1.3 billion directed toward children• $1 billion directed toward teens

• 2009- $1.79 billion spent on youth• $1 billion directed toward children• $1 billion directed toward teens

• 18.5% of all consumer-directed marketing

Federal Trade Commission, 2012.

Target population• Children and teenagers primarily• Future adult market

• Major influence on food choices• “Pester power”

• Restaurants, types of foods

• Vulnerable to food marketing• Sensitive to brands

• Children/teens ages 12-14: • Greater independence• Greater amount of media consumption

White House Task Force, 2010.

Methods of marketing• TV• Company-sponsored websites • Internet and digital advertising• Word-of-mouth and viral

marketing• Packaging and labeling• In-store displays• Radio• Print• Movie theater, video, video

games• Public entertainment events

• Product placement• Character licensing, cross-

promotions, toy co-branding• Sponsorship of sports or

athletes• Specialty item or premium

distribution• Celebrity endorsements• In-school marketing• Advertising with conjunction to

philanthropic endeavors

Where foods are marketed

Federal Trade Commission, 2012.

Key question…

As nutrition experts, why should we care about how or where foods and beverages are marketed?

Reasons to care

1. Food and beverage companies are undermining our authority as health professionals to promote the consumption of healthy foods and beverages• Also undermines parents’ ability to encourage healthy

foods

2. Food and beverage companies have the funds to promote their products

3. Children are exposed to a wide range of commercials and advertisements upon stepping out of our office

TV• 35% of all youth-directed marketing expenditures• $632 million spent • For children• QSR and breakfast cereals make up 68%• Fruit expenditures increased by 33%

• For teens• Carbonated beverages and QSR most common• Fruit/veg had a 334.3% increase

Federal Trade Commission, 2012.

Federal Trade Commission, 2012.

New media• Company-sponsored websites, internet, digital, word-of-

mouth and viral marketing• 7% of all reported youth-directed media• 50.5% increase from 2006• Children- breakfast cereals, QSR foods and snacks • Teens- carbonated beverages, candy/frozen or chilled desserts

and snacks• Significant increase with QSR foods, fruit and veg, juice/non-

carbonated beverages

Federal Trade Commission, 2012.

Federal Trade Commission, 2012.

Types of foods marketed• $1.29 billion spent on QSR foods, carbonated beverages and

breakfast cereals (72% of total) to youth• QSR foods: $714 million• Carbonated beverages: $395 million• Breakfast cereals: $186 million

• <1% of ads were for vegetables and whole grain products

Federal Trade Commission, 2012.

Types of foods marketed

Federal Trade Commission, 2012.

Marketing changes: children

Federal Trade Commission, 2012.

Marketing changes: teens

Federal Trade Commission, 2012.

Overview of nutritional content• Overall improved nutritional content for children• Calorie and sodium content higher for children • Sugar content for both age groups decreased, lower for children • Improvements due to reformulation of old and introduction of

new products

Nutritional content cont.

Nutritional content cont. Food Category Children Teens

Breakfast Cereals WG: 2 g/servingSugar: -0.94 g

WG: 2 g/servingSugar: -1.41 g

Drinks Kcals: -18Sodium: -13 mgAdded Sugar: -6 g

Kcals: -20Sodium: -31 mgAdded Sugar: -5 g

Dairy Products (yogurt)

Kcals: -24Calcium: 13% change in DV

Kcals: -19Calcium: 0.95% change in DV

Snacks Kcals: -3Sodium: -26 mgWG: 0.5 g/serving

Kcals: 4Sodium: 3 mgWG: 1.33 g/serving

QSR Kcals: -81Sodium: -57 mg

Kcals: -43Sodium: -15 mg

WG= Whole Grains Federal Trade Commission, 2012.

Key question…

So, exactly how does this impact children’s health, nutrition or dietary and lifestyle choices?

Impact on children• Studies show TV ads affect children’s food choices, purchase

requests, diets and health• Cartoon characters affect children’s food requests and what

they’re willing to eat• Children do not have cognitive ability to understand

persuasive intent of marketing or defend against influence• APA endorses marketing restrictions to children under age 8• FTC: “food marketers and media can play meaningful role…to

make better food choices and be more physically active”

Rudd center, 2014.

Impact on nutrition• “You are what you eat”• Obesity rates• Weight gain• Learned behaviors/habits throughout adult years • Health conditions later in life• Pester power• Specific foods bought and consumed• Picky eaters- lacking nutrients• Restaurants

Diagnosis:What is the nutrition diagnosis

for this problem?

PES Statement • Excessive energy intake related to marketing of energy-dense

foods and beverages as evidenced by childhood obesity rates• Food and nutrition-related knowledge deficit related to poor

marketing of nutritious foods as evidenced by children’s food choices

• Poor nutrition quality of life related to persuasive food marketing as evidenced by food and beverage choices

Intervention:What is being done?

Criteria, policies, regulations• CFBAI• Interagency Working Group (IWG)• The White House Task Force on Childhood Obesity• UConn RUDD Center• Robert Wood Johnson Foundation Healthy Eating Research• National Restaurant Association’s Kids Live Well criteria• Guidelines for Responsible Marketing to Children • Smart Snacks in Schools Standards• Individual food and beverage company nutrition standards• Alliance for a Healthier Generation• Laws banning junk food in schools• School Nutrition Guidelines• WE CAN! Initiative

Robert Wood Johnson Foundation, 2015.

CFBAI• Launched in 2006• Goal: “change the mix of advertising messages directed

primarily to children under age 12 to promote healthier dietary choices and lifestyles”

• Working with leading consumer packaged goods companies and restaurants

• Participants agree to abide by established criteria• Self-regulating initiative

Council of Better Business Bureaus

Council of Better Business Bureaus

CFBAI limitations• Only 18 participating companies• Age 12 and under• “Child-directed” not entirely effective• Nutrition standards only on products pictured in media• Self-regulating

Robert Wood Johnson Foundation, 2015.

What else is being done?• Walt Disney media including advertisements, promotions and

sponsorships will meet the company’s updated nutrition guidelines by 2015

• Sesame Street Workshop announced it will allow royalty-free character licensing for produce companies to use Sesame Street characters to promote fruits and vegetables between 2014 and 2015

• Pledges, protests and legislative work and working groups• Laws banning junk food in schools

Key question…

In what ways can health professionals such as RDs become involved in reducing children’s exposure to unhealthy food advertisements?

What you can do• Support pledges and acts to advance bills into laws through

legislative and workgroups• Food Marketing Workgroup : http://www.foodmarketing.org/• Protect Kids from Junk Food Marketing: http://

action.cspinet.org/ea-action/action?ea.client.id=1927&ea.campaign.id=34984

• Identify and explain marketing techniques and strategies to children

• Support public policies related to food marketing to children• Join public policy or community nutrition MIG and DPD groups

Monitoring/EvaluationWhat will we monitor to track progress?

Current trends• 24.5% all children’s TV programming in 2013= food

commercials• In 2014, children saw 14 candy ads and 31 fast food ads for

every one fruit or vegetable commercial viewed• Frequency of children’s TV ads dropped 25%• “No significant improvement in nutritional quality of foods…”• Self-regulating agencies not effective in reducing unhealthy

foods marketed to children• 80.5% of all foods advertised to children on TV were for

products in poorest nutrition category

UConn Rudd Center, 2015.Kunkel DL, Castonguay JS, Filer CR, 2015.

2014 update

UConn Rudd Center, 2015.

CFBAI- update• New uniform criteria in effect as of 12/31/2013 organized

around 10 categories• Now 18 companies• FTC 2012 report: “promising signs” and “further

improvements”• Major support from The First Lady• CFBAI ad expenditure= 89% of all food advertising

expenditures to children• 100% compliance with pledges and nutritional guidelines from

participants

Council of Better Business Bureau. 2014

Responsible marketing• Recommendations for responsible marketing include:• Defining child audience age range- any marketing targeting

children from birth through age 14• Brands marketed to children should only contain foods that meet

nutrition criteria• If the media is deemed to be directed to children then marketed

foods or beverages should meet nutrition criteria• Advertising or marketing in school including pre-schools,

elementary, middle and high schools is by definition child-directed and should only promote food and beverage products or brands that meet nutrition criteria

Robert Wood Johnson Foundation, 2015.

Future broadcast• Participation from other food and beverage companies• Re-assessment of new media (apps, internet, viral marketing)• Broaden focus of interventions to include adolescents ages 14

and under• Evaluation of CFBAI new nutrition 2014 criteria • More and better commercials on all forms of mediaMy Mixify and Cuties:https://www.youtube.com/watch?v=Lylc4Yp0TPMhttps://www.youtube.com/watch?v=avHnpx2RxZk

Final thoughts…• Some well-supported and major strides have been made but

there is always room for improvement• Trends going in right direction- “baby steps”• Nutritional content improved in 2009 with CFBAI, however

current trends showing unhealthy foods are still heavily marketed

• Although childhood obesity rates remained stable in 2011-2012, efforts are still necessary for reducing the exposure to unhealthy food marketing

• Self-regulation although helpful, is not entirely effective alone

Questions?

Thank you!

Kid President.

References• Council of Better Business Bureaus. Children’s Food and Beverage Advertising Initiative website. • Federal Trade Commission. A Review of Food Marketing to Children and Adolescents. December 2012. • White House Task Force on Childhood Obesity. 2011. • Kunkel D, McKinley C, Wright P. The impact of industry self-regulation on the nutritional quality of foods

advertised on television to children. Ch1ldren Now. 2009. • Cynthia L. Ogden, PhD1; Margaret D. Carroll, MSPH1; Brian K. Kit, MD, MPH1,2; Katherine

M. Flegal, PhD1Prevalence of Childhood and Adult Obesity in the United States, 2011-2012 http://jama.jamanetwork.com/article.aspx?articleid=1832542

• Centers for Disease Control. Diabetes in Youth. Last updated October 29, 2014. http://www.cdc.gov/diabetes/risk/age/youth.html

• Robert Wood Johnson Foundation. Recommendations for Responsible Marketing to Children. January 2015.

• Powell LM, Schermbeck RM, Chaloupka FJ. Nutritional content of food and beverage products in television advertisements seen on children’s programming. Child Obes. 2013;9(6):524-531

• The Food marketing Workgroup website. 2012. • Centers for Disease Control and Prevention. Childhood Obesity Facts. Last updated April 24, 2015.

http://www.cdc.gov/HealthyYouth/obesity/facts.htm• Kolish ED, Enright M, Oberdorff B, The children’s food and beverage advertising initiative in action.

Council of Better Business Bureaus. December 2014. • Shehan CV, Harris JL. Trends in television food advertising to young people: 2014 update. UConn Rudd

Center. March 2015.• Harris JL, Heard A, Schwartz MB. Older but still vulnerable: all children need protection from unhealthy

food marketing. Yale Rudd center. January 2014.• Centers for Disease Control and Prevention. Childhood Obesity Facts. Last updated September 3, 2014.

http://www.cdc.gov/obesity/data/childhood.html• Kunkel, DL, Castonguay JS, Filer CR. Evaluating industry self-regulation of food marketing to children. Am

J Prev Med 2015. 1-7.

Image References• Barbie Pop Tarts.

http://www.babble.com/mom/lets-move-ignores-influence-of-advertisers/

• Dora the Explorer Popsicles. http://www.caloriecount.com/calories-popsicle-dora-explorer-i86553

• Macaroni and Cheese. http://losangeles.cbslocal.com/2013/11/05/kraft-macaroni-cheese-dye/

• Avengers Soda Cans. http://www.bevreview.com/2012/04/13/coming-soon-the-avengers-dr-pepper-cans/

• Kid President. https://www.youtube.com/watch?v=MRSuuRRoxYI