Food Marketing to Children and Youth Threat or Opportunity? (2006) / Chapter Skim
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Executive Summary
Executive Summary
Pages 1-16
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Dietary patterns that begin in childhood give shape to the health profiles of Americans at all ages. Because these patterns reflect the intersecting influences of our cultural, social, and economic environments, ensuring that these environments support good health is a fundamental responsibility, requiring leadership and action from all sectors.
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DIETARY PATTERNS FOR CHILDREN AND YOUTH Health-related behaviors such as eating habits and physical activity patterns develop early in life and often extend into adulthood. A healthful and balanced diet provides recommended amounts of nutrients and other food components to promote normal growth and development, reduce chronic disease risk, and foster appropriate energy balance and a healthy weight trajectory.
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Marketing Individual & Developmental Genetics & Biology Product, Place, Factors Price, Promotion Family Culture & & Values Diet Health Home Outcomes for Children and Youth Physical Activity School Economic Factors & Peers Public Policies Neighborhood & Community Production, Distribution, Promotion FIGURE ES-1 Influences on the diets and related health outcomes of children and youth.
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Total marketing investments by these industries have not been clearly identified, although advertising alone accounted for more than $11 billion in industry expenditures in 2004, including $5 billion for television advertising. Television remains the primary promotional vehicle for measured media marketing, but a shift is occurring toward unmeasured sales promotion, such as marketing through product placement, character licensing, special events, inschool activities, and advergames.
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The question persists, however, about the effects of advertising exposure on children, and it has been deepened and broadened by a developing appreciation of the influence of environmental signals on personal behaviors, regardless of age; by the expansion and the nature of youth and childoriented food and beverage products in the marketplace; by the dramatic augmentation of strategic tools and vehicles for marketing activities; and, in particular, by concern about the relation of the marketing environment, among the multiple influences, to the rapid growth of childhood obesity in the United States. This concern is not unique to the United States.
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That study found that food advertising to children affected children's preferences, purchase behaviors, and consumption, not just for different brands but also for different food and beverage categories. In 2004, the World Health Assembly, drawing on a number of key documents, endorsed marketing practices and policies that acknowledged the vulnerability of children and encouraged marketing practices that promote healthful foods and beverages.
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Although thousands of papers touch on the topic, the number of carefully designed studies is far too limited for a problem that may so substantially affect the nation's health and that is so intrinsically complicated. Second, the available peerreviewed literature focuses predominantly on television advertising, but food and beverage marketing extends far beyond television and is changing rapidly to include integrated marketing campaigns that extend to new media platforms that target multiple venues simultaneously.
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. Specifically, the committee's systematic evidence review found that: With respect to dietary precursors, food and beverage advertising on television has some influence on the preferences and purchase requests of children and youth: · There is strong evidence that television advertising influences the food and beverage preferences of children ages 211 years.
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With respect to diet-related health, food and beverage advertising on television is associated with the adiposity (body fatness) of children and youth: · Statistically, there is strong evidence that exposure to television advertising is associated with adiposity in children ages 211 years and teens ages 1218 years.
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Food and Beverage Production and Promotion Central to making progress toward more healthful diets for children and youth will be carefully designed and sustained commitments by the food, beverage, and quick serve restaurant industries to promote the availability, accessibility, affordability, and appeal of nutritious foods and beverages. Recommendation 1: Food and beverage companies should use their creativity, resources, and full range of marketing practices to promote and support more healthful diets for children and youth.
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Recommendation 3: Food, beverage, restaurant, retail, and marketing industry trade associations should assume transforming leadership roles in harnessing industry creativity, resources, and marketing on behalf of healthful diets for children and youth. To implement this recommendation, trade associations should · Encourage member initiatives and compliance to develop, apply, and enforce industry-wide food and beverage marketing practice standards that support healthful diets for children and youth.
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· Foster cooperation between CARU and the Federal Trade Commission in evaluating and enforcing the effectiveness of the expanded self regulatory guidelines. Media and Entertainment Initiatives Because no element of the lives of Americans has a broader reach than the media and entertainment industry, their opportunities and responsibilities are great to depict and promote healthful diets and eating habits among children and youth.
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· The social marketing program should have a reliable and sustained support stream, through public-appropriated funds and counterpart cooperative support from businesses marketing foods, beverages, and meals to children and youth. School Environments If schools and parents are to remain the strongest allies working to promote and advance the interests of American children and youth, the school environment must be fully devoted to preparing students for healthful lifelong dietary patterns.
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· The U.S. Department of Agriculture should develop and test new strat egies for promoting healthier, appealing school meals provided through the School Breakfast Program and the National School Lunch Program as well as other federal programs designed for after-school settings (Special Milk Program)
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Of particular importance are studies related to newer promotion techniques and venues, healthier foods and beverages and portion sizes, product availability, the im pact of television advertising on diet and diet-related health, diverse research methods that systematically control for alternative explana tions, stronger measurement, and methods with high relevance to ev ery day life. · A means should be developed for commercial marketing data to be made available, if possible as a publicly accessible resource, for better understanding the dynamics that shape the health and nutrition atti tudes and behaviors of children and youth at different ages and in different circumstances, and for informing the multifaceted social mar keting program targeting parents, caregivers, and families to promote healthful diets for children and youth.
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Neither was the related, but vital, matter of physical activity, which is so inextricably a part of the challenge of childhood obesity. What the committee can contribute to the ongoing and imperative public policy questions raised by this challenge is to conclude, based upon a thorough and impartial review of existing scientific data, that the dietary patterns of our children and youth put their health at risk, that the patterns have been encouraged and reinforced by prevailing marketing practices, and that the turnaround required will depend upon aggressive and sustained leadership from all sectors, including the food and beverage industries.
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