Approximately $1.6bn was spent by 44 major food and beverage marketers in 2006 to promote their products to children and adolescents, according to the report, “Marketing Food to Children and Adolescents: A Review of Industry Expenditures, Activities and Self-Regulation,” put together by the Federal Trade Commission (FTC) for Congress.
Child-directed marketing made up $860m, while more than $1bn was spent on marketing to adolescents and about $300m overlapping between the two age groups.
However, the situation has improved since the instigation of programs such as the Council of Better Business Bureau’s Children’s Food and Beverage Advertising Initiative in 2006. This was signed by 13 of the largest food and drink companies, including Coca-Cold, Kraft, Cadbury Adams, Mars and Hershey.
“Most large food marketers are beginning to take their self-regulatory obligations seriously, and for that they deserve recognition,” said commissioner Jon Leibowitz. “Yet some companies still need to step up to the plate and others need to strengthen their voluntary measures, not only because it is in the public interest, but also because it is in their self-interest.”
The report therefore flags up the need for “meaningful” nutrition-based standards that extend to all advertising and promotional techniques. Meanwhile, it suggests companies should improve the nutritional profiles of products marketed to children and adolescents in a bid to combat obesity levels.
An estimated 22m children under the age of five are overweight worldwide, according to the latest World Health Organization figures. In the USA the number of overweight children has doubled and the number of overweight adolescents has trebled since 1980.
Meanwhile, over 300m adults are obese worldwide, representing a three-fold increase since the 1980s.
FTC chairman, William Kovacic, said: “Our study makes a path-breaking contribution to understanding how food and media industries are marketing food to youth. We call on both industries to deploy their talents to promote healthier choices for children and adolescents.”
Marketing methods
The report found that the most popular method of reaching children was via television, with $745m spent on television advertising – 46 percent of the 2006 total. However, most food products included a full range of marketing formats.
Marketers spent more than $208m in cross-promotions, linking food and beverage products to 80 movies, television shows and animated characters aimed at children.
Special limited-edition snacks, cereals, frozen waffles and cadies were also produced to tie in with the movies. Cross-promotional campaigns also often directed children to websites and promotional games.
Responses to the report
The Grocery Manufacturers Association (GMA) said the results of the report reveal some of the substantial progress made by the industry to encourage healthier lifestyles for children.
Cal Dooley, president and CEO, said: “The food and beverage industry has been working with policymakers, non-governmental organizations, parents, advertisers and other stakeholders in recent years to reform its marketing practices to promote nutritious choices and promote a healthier lifestyle. While there is more work to be done, the FTC report confirms that industry’s commitment, combined with voluntary marketing changes, is working.”
The American Society for Nutrition (ASN) has called for a more science-based and consistent nutrition standard for foods marketed to children and adolescents.
It said it supported several of the Commission’s recommendations, but maintains caution about the variation between companies in developing nutrition standards, questioning the suitability of marketing any food to children.
“ASN believes foods marketed to children age eight years and older must meet a single, science-based nutrition standard that is consistent with the recommendation in the 2005 US Dietary Guidelines and the IOM report Nutrition Standards for Foods in Schools,” said Hill.