Yale Rudd Center for Food Policy and Obesity

Carol A. Hazen, M.S.Director of Advocacy Resources

Food Marketing Initiativecarol.hazen@yale.edu

Food Marketing to Kids

Current practices are “out of balance with healthful diets and contribute to an environment that puts their health at risk” (2005)

• Influences food preferences

• Strengthens “Pester power”

• Increases consumption

• Long-term impact on diet/health

• Promotes brand loyalty

The Research….

We Know….

• Food/beverage companies spend nearly $2 billion dollars per year advertising to kids

• Most of the ads are for sugary drinks, cereal, fast food

• Calorie-dense, nutrient poor foods are those targeted almost exclusively to children

Foods marketed to children contain 85% more sugar , 65% less fiber & 60% more sodium

than adult-targeted ones

Foods Marketed to Kids

FOOD MARKETINGFOOD MARKETING

On TV……

Children: 13 food ads per day

1 McDonald’s ad everyday

Preschoolers: 3 fast food ads per day

Teens: more sugary drink &

energy drink ads than adults

On TV…….

FOOD MARKETINGFOOD MARKETING

Online…..

1.2 million children/mo.

Advergames

Social Media

FOOD MARKETINGFOOD MARKETING

Mobile Marketing

FOOD MARKETINGIn the Community…..

Grocery stores

• Shelf-space:

• Check-out:

Type of Cereal by Shelf

• Unhealthy beverages are the default:

Fast Food Restaurants

83%72%

25%

Celebrity Endorsements

FOOD MARKETINGFOOD MARKETING

In Schools…..

“Learning” with Food

Why Focus on Schools?

What Do Parents Think?

Parent Survey– We surveyed 2,454 parents with children

ages 2-17 living at home in 2009, 2010, and 2011

– Parents are as concerned about junk food marketing to their children as they are about alcohol and tobacco use in the media, and their concern is increasing

– Close to 70% believe that food marketing negatively affects their children’s eating habits.

– Parents are more likely to support regulations to limit unhealthy food marketing to children now than they were three years ago.

So What Can We Do?

• Parents– Become knowledgeable about food marketing in schools– Help raise awareness – Take action

• Let policymakers know this issue is important to you• Let food and beverage companies know you don’t appreciate how they are

undermining your efforts • Join your school wellness team

• State policymakers and agencies– Prohibit advertising on school buses– Conduct a statewide study/assessment of marketing in schools

Healthy Kids, Hunger Free Act of 2010

• The Healthy Kids, Hunger Free Act of 2010– Enhances local wellness policies in schools in order to promote

healthier lifestyles for children

– Places greater emphasis on implementation, evaluation, and public reporting

– Brings more people into this process; includes more members from the community

Healthy Kids, Hunger Free Act 2010

• So what's new?– Includes goals for nutrition promotion

– Required to permit PE teachers, school health professionals, parents, students, representatives of the school food authority, the school board, school administrators, and the public to participate in the development of wellness policies

– Expand scope to include the implementation along with periodic review and updates

Healthy Kids, Hunger Free Act 2010– Inform and update the public about the content and implementation

of the local wellness policies

– Measure periodically and make available to the public an assessment of the local wellness policy, including:

• The extent to which schools are in compliance with the local wellness policy;

• The extent to which the LEA’s local wellness policy compares to model local school wellness policies; and

• The progress made in attaining the goals of the local wellness policy

– Designate one or more LEA officials or school officials to ensure compliance

How?

• Schools have broad authority to control commercial messages on their campuses

• Help create a school district wellness policy restricting food and beverage advertising

• Options– Ban all advertising on campus– Ban the advertising of all foods and beverages on campus– Ban the advertising of those foods and beverages that the

district does not allow to be sold on campus

For More Information