Currently browsing posts about: Marketing to kids

A coalition of children’s and consumer advocacy groups (see list below) filed a complaint with the Federal Trade Commission (FTC) charging that Google’s new YouTube Kids app violates restrictions on marketing junk foods to kids.

The coalition’s letter to the FTC details the charges.  YouTube Kids, it says:

• Intermixes advertising and programming in ways that deceive young children.
• Features “branded channels” for McDonald’s, Barbie, Fisher-Price, and other companies.
• Distributes “user-generated” segments that feature toys, candy, and other products without disclosing the business relationships.

The Washington Post gives some examples:

On the American Greetings’ Strawberry Shortcake channel, for instance, a 37-second video features the red-haired doll describing the company’s “Food Fair” app, where characters pick ingredients for recipes. At the end, a banner appears showing the app can be downloaded on iTunes. McDonald’s has a 7-minute video dispelling myths about the contents of Chicken McNuggets. On another video, a deep-voiced announcer warns, “All vegetarians, foodies and gastronauts, kindly avert your eyes,” with a slow-cam close up of a juicy Big Mac. “You can’t get juiciness like this from soy or quinoa.”

Here’s the Coalition list: the Center for Digital Democracy, Campaign for a Commercial-Free Childhood, American Academy of Child and Adolescent Psychiatry, Center for Science in the Public Interest, Children Now, Consumer Federation of America, Consumer Watchdog, Corporate Accountability International, and Public Citizen.

This will be fun to watch.  Stay tuned.

• ‘Big Food’: taking a critical perspective on a global public health problem, by Simon N. Williams & Marion Nestle. 

• The transitional dynamics of caloric ecosystems: changes in the food supply around the world, by Sanjay Basu.
• Big Food without big diets? Food regimes and Kenyan diets, by K. O’Neill.
• Density of outdoor food and beverage advertising around schools in Ulaanbaatar (Mongolia) and Manila (The Philippines) and implications for policy, by Bridget Kelly, Lesley King, Batjargal Jamiyan, Nyamragchaa Chimedtseren, Bolorchimeg Bold, Victoria M. Medina, Sarah J. De los Reyes, Nichel V. Marquez, Anna Christine P. Rome, Ariane Margareth O. Cabanes,John Juliard Go, Tsogzolmaa Bayandorj, Marie Clem B. Carlos & Cherian Varghese. 
• Snack food advertising in stores around public schools in Guatemala, by Violeta Chacon, Paola Letona, Eduardo Villamor & Joaquin Barnoya.  
• Comparison of food industry policies and commitments on marketing to children and product (re)formulation in Australia, New Zealand and Fiji, by Gary Sacks, Melissa Mialon, Stefanie Vandevijvere, Helen Trevena, Wendy Snowdon, Michelle Crino & Boyd Swinburn.  
• Encouraging big food to do the right thing for children’s health: a case study on using research to improve marketing of sugary cereals, by Jennifer L. Harris, Megan E. LoDolce & Marlene B. Schwartz.  
• Big Soda’s long shadow: news coverage of local proposals to tax sugar-sweetened beverages in Richmond, El Monte and Telluride.  Laura Nixon, Pamela Mejia, Andrew Cheyne & Lori Dorfman.  

Commentaries

• Big Food’ and ‘gamified’ products: promotion, packaging, and the promise of fun, by Charlene Elliott.
• Food as pharma: marketing nutraceuticals to India’s rural poor, by Alice Street.

Thanks to Simon Williams for initiating (and doing the heavy lifting on) this project, and to all the terrific contributors.

Enjoy!

Healthy Eating Research (HER), a group sponsored by the Robert Wood Johnson Foundation, has just released a report on food marketing to kids, an issue brief with recommendations, and an Infographic summarizing the report’s major points.

The recommendations are aimed at the food industry’s voluntary guidelines for what and how junk foods can be marketed to kids.  These are famously weak and HER set out to tweak them to make the recommendations stronger.

This report provides an excellent summary of what’s wrong with marketing to kids.

But its recommendations are disappointing.  Here they are from the Infographic:

These are undoubtedly too small for you to read and, in any case, are written so tentatively—they do not use the word “should”—that they require translation.  Here’s mine:

Guidelines for food marketing should apply to:

• Kids age 14 or younger (not 11)
• Audiences containing 25% or more of kids under age 14 (not 35%)
• Both food products and brands (not just products).
• All marketing aimed at kids, everywhere kids are (not just TV or Internet)

These are tweakings of voluntary guidelines.

I don’t see the point.  If we really want the food industry to stop marketing unhealthy foods and drinks to kids, the guidelines can’t be voluntary and tweakings are unlikely to help.

Food marketing to kids is flat-out unethical and should stop.

The industry will never do this voluntarily.

That’s the issue such reports need to address.

The Yale Rudd Center for Food Policy & Obesity has just released its 2014 Sugary Drink FACTS report.

Some of the findings:

• Beverage companies spent $866 million to advertise unhealthy drinks in 2013, and increase since the previous year.
• Children and teens remain key target audiences for that advertising.
• Much marketing is done through Facebook, Twitter, YouTube, and advergame apps.
• Pepsi spent $16 million on Spanish TV advertising in 2013, up from none in 2010.
• Dr Pepper Snapple spent $20 million (up from $7 million in 2010) to support its regular sodas.
• African-American teens watch more than three times as many ads for Coca-Cola as do white kids.

Useful Rudd Center resources:

• 4-page summary 
• Full Report
• A  video
• Tools for consumers
• Tools for researchers

A reader, Alice Campbell, writes:

Dr. Nestle,

Coca-Cola’s new product marketing, “Share a Coke with “insert name here”” has got me thinking. I will admit, initially my thought on the topic was limited to disappointment at the limited chances of finding a can with my name on it. However, I have been pondering, is this marketing strategy an attempt by Coca-Cola to avoid responsibility for the health consequences associated with selling an sugar filled, unhealthy product? Will they attempt to claim that that the suggested serving sizes is half of the container because they are suggesting you share? I have not observed an increase in people sharing their can of Coke. Your thoughts on the issue would be appreciated.

Love the question, particularly because I was given one of these, name made to order.  This can is most definitely not to share, not least because it’s the 7.5-ounce size (nevertheless, 90 calories and a whopping 25 grams of sugar).

Don’t you wish you had one with your name on it?

That’s the point.  This has been one of Coke’s most successful public releations campaigns, ever.

But Share a Coke has generated criticism that it violates Coke’s promise not to market to kids.  In Ireland, the cans appear with the 100 most popular names of children ages 7 and 8.

In countries like Pakistan, the cans are labeled with “mama” or “papa,” again raising questions about the target age group.

The campaign may be generating buzz—it’s fun to see your name on a Coke can— but once you have one, that’s it.  Share a Coke is fizzling as a sales generator.

Better get your collectors’ item now!

This morning, Subway is announcing that as part of its commitment to Let’s Move!’s efforts to reverse childhood obesity, the chain will put $41 million into encouraging kids to “pile on the veggies.”

Subway says it will:

• Run a fun campaign to get kids to eat more fruits and vegetables.
• Set nutrition standards for marketing to kids.
• Strengthen its “already nutritious” children’s menu.
• Put signs on doors that say “Playtime powered by veggies.”
• Do a video collaboration with Disney’s Muppets to encourage piling on the veggies.
• Provide kids’ meals with lowfat or nonfat milk or water as the default.

I could, but won’t, nitpick over the nutrition standards.  Let’s just say they are a start.

But I love it that Subway is focusing on foods—veggies, apples, and no sodas unless parents specifically order them.

And I think “pile on the veggies” is one terrific slogan.

I will be keeping an eye out for those signs on Subway’s doors and the other ways the chain says it will promote healthier meals for kids.  I didn’t see anything about when all this starts, but I hope it’s soon.

Congress can’t pass a farm bill but it has plenty of time to micromanage nutrition and health.  Buried in the pork-filled Consolidated Appropriations Act of 2014 (see Monday’s post) are some zingers.  Here’s one:

This refers to the ill-fated IWG report I’ve discussed previously. To recap:

• Congress asked the FTC to examine the effects of food marketing to children and make recommendations.
• The FTC, USDA, FDA, and CDC got together and produced a report recommending voluntary guidelines for marketing to children based on the nutritional quality of the foods.
• I thought the guidelines were weak in addition to being voluntary (they allowed lots of junk foods to qualify).
• The food industry disagreed, strongly, and went to Congress to object.
• Congress caved in to industry pressure and said the report could not be released unless the FTC produced a cost-benefit analysis.
• End of story.
• Why Congress feels that it’s necessary to do this again is beyond me.

I suppose we should be glad our legislators are at least doing something.

As for the food industry’s role in all this: when food companies say they are doing everything they can to reduce marketing junk foods to kids, you now know what they really mean.

The Yale Rudd Center, in collaboration with the Robert Wood Johnson Foundation, has just released its 2013 report on fast food marketing to kids.

This report takes a look at what, if anything, the top 18 fast food restaurant chains have done to improve the nutritional quality of menu items since the last report in 2010.

Quick summary: not much.

It also analyzes changes in marketing to children and teens on TV, the internet, and social and mobile media.

Quick summary: getting worse and increasingly focused on minorities.

Check it out:

• The full report (PDF) 
• The report summary(PDF) 
• The video
• The press release 
• The Q and A with lead author Jennifer Harris 
• A fact sheet on food marketing to kids
• An account of it in Advertising Age