Marketing works. With this premise, the Institute of Medicine begins the preface to its new report on the marketing of food and beverages to U.S. youngsters. The report -- Food Marketing to Children and Youth: Threat or Opportunity? -- traces the generally negative influence of marketing on youngsters' nutritional beliefs, choices, practices and outcomes. The report also recommends using marketing to promote better diets.
IOM Takes Aim at How Food Is Marketed to Kids
Orient Ads to Nutritional Foods, Report Recommends
By News Staff
1/3/2006
"The prevailing pattern of food and beverage marketing to children in America represents, at best, a missed opportunity, and, at worst, a direct threat to the health of the next generation," says the report, released Dec. 6. Report authors estimate that more than $10 billion per year is spent on marketing food and beverages to U.S. children and youth. Between 1994 and 2004, the rate of increase in new products targeted to youngsters "substantially outpaced" the rate of increase in new products for the total market, says the report. "The preponderance of the products introduced and marketed for children and youth (has) been high in total calories, sugars, salt (and) fat and low in nutrients."
The report also notes, "Dietary intakes of whole grains, fiber, calcium, potassium, fiber, magnesium and vitamin E are well below recommendations and are sufficiently low to warrant concern. Adolescent girls and low-income toddlers are especially at risk for inadequate intakes of iron."
Some countries have bans or restrictions on televised food and beverage advertising to children, says the report, adding that the U.S. Congress in 1981 terminated a Federal Trade Commission rule-making process on whether ads to young children should be restricted or banned.
The literature review for the IOM report led to conclusions such as the following.
The report also notes, "Dietary intakes of whole grains, fiber, calcium, potassium, fiber, magnesium and vitamin E are well below recommendations and are sufficiently low to warrant concern. Adolescent girls and low-income toddlers are especially at risk for inadequate intakes of iron."
Some countries have bans or restrictions on televised food and beverage advertising to children, says the report, adding that the U.S. Congress in 1981 terminated a Federal Trade Commission rule-making process on whether ads to young children should be restricted or banned.
The literature review for the IOM report led to conclusions such as the following.
- There is strong evidence that television ads influence the food and beverage preferences and purchase requests of children 2 to 11. There is insufficient evidence concerning preferences and purchase requests of youth 12 to 18.
- TV advertising influences children (2 to 11) to prefer and request high-calorie and low-nutrient foods and beverages.
- There is strong evidence that exposure to TV advertising is associated with adiposity in children 2 to 11 and in youth 12 to 18.
Here are a few of the recommendations in the report.
- Food and beverage companies -- as well as full-service restaurant chains, family restaurants and quick-serve restaurants -- should use their creativity, resources and full range of marketing practices to promote and support more healthful diets for children and youth.
- The food, beverage, restaurant and marketing industries should work with government, scientific, public health and consumer groups to establish and enforce the highest standards for the marketing of foods, beverages and meals to children and youth.
- Government, in partnership with the private sector, should create a long-term, multifaceted and financially sustained social marketing program supporting parents, caregivers and families in promoting healthful diets for children and youth.
- State and local educational authorities, with support from parents, health authorities and other stakeholders, should educate about and promote healthful diets for children and youth in all aspects of the school environment (e.g., commercial sponsorships, meals and snacks, and curriculum).
Family physicians interested in supporting healthy lifestyles for youngsters may wish to use resources from AAFP's fitness initiative Americans in Motion.
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