Currently browsing posts about: Marketing to kids

A few days ago I noted that an evaluation of food companies’ efforts to promote healthy diets to children came to gentle conclusions.  It praised the industry for what I thought were minimal actions.

No so says the Grocery Manufacturers Association (GMA), an industry trade group.  According to FoodNavigator, the GMA sent out an e-mailed press release saying:

The health and wellness of our consumers has always been a top priority, and we have significantly accelerated our effort to help consumers build healthier lifestyles in recent years.

…When it comes to responsible marketing practices, GMA and its member companies have taken the lead in voluntarily adopting and adhering to strict advertising criteria.

…The industry has extended its nutrition standards for marketing to children to include social media, mobile device advertising and video games.

Voluntary restrictions on food and beverage advertising are another important example of how our industry is doing its part….”

Hello?  The GMA’s statements are precisely why the restrictions need to be mandatory.

Today is the last day to comment on the federal Interagency Working Group’s (IWG) proposed nutrition standards for marketing food products to kids.  The IWG is a joint project of four federal agencies with at least some responsibility for public health: FTC, FDA, USDA, and CDC.

As I discussed back in April, I thought the IWG standards were generous and gave food companies plenty of room to market junk foods with impunity.  Maybe, but that’s not how food companies see it.  They think it will cause so much havoc with their marketing that they are fighting back, big time.

Large food companies joined together to create the “Sensible Food Policy Coalition.”  This entity paid for an economic assessment.  On July 8, the Coalition released Global Insight’s report of this assessment—a call to arms arguing that the “administration’s misguided ad restrictions would cost 74,000 American jobs.”

The report’s point is that restricting advertising would have unintended economic consequences, particularly losses in sales and revenues, and therefore jobs.  The report estimates an astonishing loss of $28.3 billion from manufacturing and retail sales, just in the first year, translating to “at least 74,000 lost jobs.”

This makes me think that the standards may have some merit.  Campbell Soup, for example, has just announced that because its low-salt soups aren’t selling, they are putting the salt back in.  Oh.

In any case, industry pushback seems to be having an effect.  As I discussed in my post a week or so ago, David Vladeck of the FTC used his blog to discuss industry mythology about the proposed standards.  I thought his statement backpedaled on even a hint of federal regulation of food marketing to kids.

MYTH #2: The Working Group’s proposal is regulation by the back door

….This is a report to Congress, not a rulemaking proceeding, so there’s no proposed government regulation. In fact, the FTC Act explicitly forbids the Commission from issuing a rule restricting food advertising to children. So the FTC couldn’t issue a rule on this subject if it wanted to, which it doesn’t. Simply put, a report like this can’t be a rule — whether it’s delivered to Congress by the front door, the back door, or the kitchen door.

The IWG is collecting comments on its proposals through close of business today.  If you need a rationale for filing a comment, read Larry Cohen’s piece in the Huffington Post.

Comments don’t have to be long or complicated.  Just say what you think.

Go to this site to file them.

Or go to the PreventObesity site for additional suggestions.

Do this today!

The saddest thing I’ve read in ages is the FTC’s rebuttal to industry charges that it is trying to regulate food marketing to kids.  Not so, says FTC Bureau of Consumer Protection head David Vladeck:

The preliminary voluntary principles proposed in April by the Interagency Working Group on Food Marketed to Children have got people talking about kids, advertising, and nutrition…Here’s my take on some of the myths that have been percolating about the proposed principles.

MYTH #1:  The FTC plans to sue companies that don’t adopt the Working Group’s proposed nutrition principles.

Not so.  The Working Group’s job is to submit a report to Congress.  That’s all.  That’s what Congress told the group to do.  A report to Congress by an interagency working group provides no basis for law enforcement action by the FTC or by any of the other agencies participating in the Group.

MYTH #2:  The Working Group’s proposal is regulation by the back door.

Second verse, same as the first.  This is a report to Congress, not a rulemaking proceeding, so there’s no proposed government regulation….the FTC couldn’t issue a rule on this subject if it wanted to, which it doesn’t.  Simply put, a report like this can’t be a rule — whether it’s delivered to Congress by the front door, the back door, or the kitchen door.

And so it goes through ten more of the same.

Alas, food companies are not going to self-regulate themselves out of marketing to kids because they will lose sales if they do.

That’s why some government regulation would be helpful.  Isn’t government supposed to promote public health and rein in industry excesses when necessary?

Additional point: You still have time to submit comments.  Send them to the FTC by July 14 through this link.  Organizations that wish to sign on to the Food Marketing Workgroup’s letter should email Bethany Hanna Pokress bpokress@cspinet.org by Monday, July 11.

It used to be that the “soda wars” referred to Coke vs. Pepsi.  No more.  Today’s soda wars are fought on the health front, as more and more evidence links sugary drinks to obesity and other health problems.

The current issue of the New Yorker has an article by John Seabrook (in which I am briefly quoted) about Pepsi’s attempt to “health up” its snacks and drinks.

Seabrook’s article, “Snacks for a fat planet,” describes the extraordinary amount of money and effort Pepsi is spending to try to tweak its products to make them seem healthier.  His article doesn’t exactly give Pepsi a pass (as some of my readers have complained), but it does not really come to grips with how sugary drinks and snacks affect health or how Pepsi is marketing its products in developing countries.

That, no doubt, is why Pepsi has sent out a press release to reports that enclosed the complete article and suggested that reporters might be “interested in the company’s focus on its innovative approach to:”

• Reduce salt, fat and sugar across the portfolio – the New Yorker feature explains PepsiCo’s effort to re-shape natural salt so that it has more surface area, and, in turn, is perceived as “saltier” on the tongue – meaning they can maintain all the salty flavor in Lay’s but reduce overall sodium content
• Scale more drinks and snacks made with whole grains, fruit, vegetables and dairy to new markets – e.g. bringing vegetable-based gazpacho (perhaps with an edible whole grain spoon) to the U.S.
• Test new ingredients brought back from “treks” around the world – e.g. using a state-of-the-art robot in PepsiCo’s new Hawthorne, NY research lab to test botanicals and other natural ingredients from near and far – e.g. even secluded villages in the far East – to determine their impact on taste and viability for use in PepsiCo snacks and drinks (Do they intensify sweetness? Can they be a substitute for sugar? Do they have a particular healthful function?)

Score this one as a win for Pepsi.

Along with such pledges, Pepsi is aggressively marketing sodas to teenagers.  The San Francisco Chronicle reports on Pepsi’s new “social marketing” vending machines.

At a trade show in Chicago this week, PepsiCo rolled out a prototype interactive soda machine that lets you send a drink as a gift to a friend or a random stranger.

“Our vision is to use innovative technology to empower consumers and create new ways for them to engage with our brands, their social networks and each other at the point of purchase,” Mikel Durham, PepsiCo Foodservice’s chief innovation officer, said in a press release.

“Social Vending extends our consumers’ social networks beyond the confines of their own devices and transforms a static, transaction-oriented experience into something fun and exciting they’ll want to return to, again and again.”

But these kinds of marketing pushes are not confined to Pepsi.   Advertising Age reports that Joe Tripodi, Coke’s chief marketing officer of Coca-Cola explains the company’s growth strategy: focus on teenagers:

The company sees huge opportunities to grow colas, and the business as a whole, around the world in the next decade. Teen recruitment will be particularly important, as the company follows demographic trends.

“There was a time [a decade ago] when we walked away from teen recruitment and probably lost a generation of drinkers,” Mr. Tripodi said. “Parts of the world lost confidence in cola as the engine of growth. We’ve gotten that back in a big way. …When you look at the massive opportunity in so many huge countries in the world, that’s what energizes us and why we believe cola is still at its very early stages.”

And then there are partnership strategies. The latest is Sonic drive-ins’ campaign for Limeades for Learning. The campaign encourages eaters to vote for school projects like those that support physical activity.  Sonic promises to fund the projects with the most votes. The Limeades, by the way, are 620 calories (for a medium) or 950 calories (for a large).

Finally, for now, the Boston Globe reports that most Massachusetts voters support a sales tax on sodas if the money is used for some useful purpose.  But:

The American Beverage Association has been aggressively fighting taxes on soda, as cities and states across the country look for new tools to counter an obesity epidemic and raise revenue amid squeezed budgets. It has spent millions fighting initiatives that impose product-specific excise taxes on sugar-sweetened beverages and has been successful in nearly every attempt.

Expect more such public relations efforts superimposed on fundamental marketing techniques aimed at kids and fighting back on taxes and other attempts to limit soda intake.

How does this comport with the spanking new advertising guidelines to children or any of the previous pledges? Is sending a soda to a friend an activity or marketing? Or both?

http://www.sfgate.com/cgi-bin/blogs/techchron/detail?entry_id=87904

The FTC released its long-awaited principles for food marketing to children today.  These are proposed principles, scheduled to apply to marketing to children age 2 to 17, to go into effect by 2016.  The principles are now open for comment.

• fruit
• vegetable
• whole grain
• fat-free or low-fat (1%) milk products
• fish
• extra lean meat or poultry
• eggs
• nuts and seeds
• beans

• Saturated Fat: 1 g or less per serving and 15% or less of calories
• Trans Fat: 0 g per serving
• Added Sugars: No more than 13 g of added sugars per serving
• Sodium: No more than 210 mg per serving

Recall the history:  In 2009, Congress specified that an interagency group was to set up standards for identifying foods that should not be marketed to children and to publish them by July 15, 2010.   That group came up with a set of recommendations similar to these but more complicated.

What are we to make of this? In the light of this history, the FTC must be congratulated for its courage in overcoming food industry opposition.  The principles are supposed to apply to all forms of media, print and electronic.  If so, the food industry will have a much harder time marketing foods to kids.  That’s great news.

• The principles are voluntary. Nobody has to follow them.
• Who is going to hold food companies accountable for following the guidelines?
• Why do food companies get until 2016 to implement them?  Five years?

If companies were to comply with these proposals, the restrictions are sufficiently onerous that they would basically block a substantial amount of advertising.

Several recent articles highlight concerns about food marketing to children.  Yesterday’s New York Times, for example, explained why obesity experts are increasingly concerned about advertising through new electronic media:

Like many marketers, General Mills and other food companies are rewriting the rules for reaching children in the Internet age. These companies, often selling sugar cereals and junk food, are using multimedia games, online quizzes and cellphone apps to build deep ties with young consumers. And children…are sharing their messages through e-mail and social networks, effectively acting as marketers.

…The sites can attract substantial audiences. HappyMeal.com and McWorld.com, sites from McDonald’s, received a total of 700,000 visitors in February, around half of whom were under 12, according to comScore, a market research firm. The firm says 549,000 people visited the Apple Jacks site from Kellogg’s, which offers games and promotes an iPhone application called “Race to the Bowl Rally.” General Mills’s Lucky Charms site, with virtual adventures starring Lucky the Leprechaun, had 227,000 visitors in February.

Advertising Age notes the use of cell phones, ipods, and ipads by younger and younger children:

Over half the parents in the survey say their children should be able to go online on their own by age 6, and by 5 should be able to play games on a cellphone or on a console or listen to a portable music player on their own.

And the Public Health Law Network explains takes up the question of parental responsibility vs. food industry responsibility.  It asks whether it is:

reasonable for food and beverage companies to spend hundreds of millions of dollars targeting children with marketing, mostly for obesogenic foods, placed literally everywhere and anywhere a child might eat, study, or play, and then demand that parents run interference against them?

Food companies think marketing to kids is plenty reasonable.

Here’s a situation in which some policy changes would be most helpful.  How about some restrictions on what food companies can do in order to make it easier for parents to manage what their kids eat?

Just a thought.  Happy weekend!

Yet another study confirms the obvious: kids prefer foods with cartoons on the package. Why should this be obvious?  Why else would the cartoons be there if not to sell products to kids?

The latest study comes from the Archives of Pediatrics and Adolescent Medicine.

It says pretty much the same thing as the study published in Pediatrics last year by investigators from the Yale Rudd Center.

The newer study did something cute. It invented a cereal box and tested kids’ responses to it and variations with and without cartoons of the penguins Mumble and Gloria from the movie Happy Feet .

The results:

• Kids preferred the taste of the cereals with cartoons
• They preferred boxes labeled “Healthy Bits” more than “Sugar Bits”
• They most preferred “Healthy Bits” with a cartoon
• They least preferred “Sugar Bits” without a cartoon

This is why is would be a good idea to just say no to cartoons on food packages aimed at kids.

The Oakland-based Prevention Institute has just released its new research report: Claiming Health: Front-of-Package Labeling of Children’s Food.  The report summarizes the Institute’s investigation of whether kids’ foods with “better-for-you” front-of-package labels meet dietary recommendations and nutrition standards.

Bottom line: they don’t.

Researchers bought 58 kids’ food products made by companies who have promised to meet certain nutritional criteria.  All had front-of-package labels that indicate healthier options.

The researchers measured the contents of these foods against a fairly standard—and quite generous—set of nutrient criteria.

The criteria allow products to have up to 25% of the calories from added sugars, up to 480 mg of sodium, and as little as 1.25 grams of fiber per serving.

Even so, the data show that:

• 84% of the study products could not meet one or more of the nutrient criteria
• 57% of the study products were high in sugar
• 53% of the study products were low in fiber
• 93% of cereals were high in sugar and 60% were low in fiber
• 36% of prepared foods and meals were high in sodium, 24% were high in saturated fat, and 28% were low in fiber
• 90% of snack foods were high in sugar, and 90% were low in fiber

Nutrient criteria make it easy to game the system, and front-of-package labels do exactly that.

The Institute of Medicine (IOM) will soon release its second report on front-of-package labels, this one recommending what the FDA should do about them.  Let’s hope the IOM committee pays close attention to this report.

Claiming Health makes it clear that without rigorous nutrient standards, plenty of not-so-good-for-you foods will be labeled as better for children.

As I keep saying, alas, front-of-package labels, like health claims, are about marketing, not health.