Childhood obesity is a difficult problem to tackle because it results from a
convergence of factors – less physical activity at home and school, changes in
family eating patterns, competitive foods and beverages in schools, and a
popular culture that encourages over consumption, to name just a few. Although
food marketing to children may also play a role in childhood obesity
Food manufacturing companies use a wide variety of marketing techniques and
media to reach out to children. Traditional television and print advertising
remains important, as does packaging and in-store promotions. There is some
indication, that food advertising in children’s television has declined, and
that companies are also turning to newer marketing techniques.
It is estimated that food and beverage companies spend $10 to $12 billion a year
for a broad range of marketing activities primarily directed to children. Of
that, more than $1 billion is spent on media advertising, primarily TV. The
remaining billions are spent on youth-targeted promotions, public relations, and
specially designed packaging. Advertisers are marketing online, in stores, at
schools – through character licensing and celebrity endorsements – with
premiums, prizes, promotions, and product placements – and via viral marketing,
buzz marketing, and even cell phone messaging. Some of these efforts surely are
experiments in advertising – but others presumably work.
Much of what we know about food marketing to children comes from research on
television advertising. We know less about the extent and variety of other
marketing techniques.
The food Industry can also help parents and their children make the right and
smart eating choices by changing products and packaging; changing advertising
and marketing, and to encourage healthier choices for children.
Some contend that the media and marketers are at least partially at fault for
children’s rising obesity rates. The advertising of ‘junk foods’ to children has
allowed the epidemic of childhood obesity to grow rapidly. Others contend that
the serving sizes of foods sold in stores and restaurants have increased
significantly from the 1960s. They argue that consumers eat the sizes put in
front of them without realizing that serving sizes may be double or triple the
size that such foods used to be or should be.
So what can the food industry do to help alleviate growing childhood obesity?
Voluntary advertising restrictions such as: not advertising food products to
children under the age of 6, not advertising less healthy food choices to
children under the age of 12 and not advertising less healthy food choices in
schools.
Such initiatives may also involve changing food products or options by improving
the healthfulness of existing products by, for example: removing fat or
calories, or using more whole grains or fibre and making packages or portion
sizes smaller and making healthier products specifically for children adding
healthy items, such as fruit or low-fat yogurt, as available food options.
Competition will hopefully lead to healthier food choices and marketing towards
children and help encourage food marketers and the media to consider adopting a
set of best practices.
