"Interactive Food & Beverage Marketing" (PDF)
"Interactive Food & Beverage Marketing" (PDF)
"Interactive Food & Beverage Marketing" (PDF)
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
<strong>Interactive</strong> <strong>Food</strong> & <strong>Beverage</strong> Marketing | Setting the Stage<br />
Under the Public Radar<br />
espite the rapid expansion in the children’s digital marketplace, surprisingly little<br />
research has been done to track, analyze, and evaluate these trends. Most of<br />
the studies available for review for the 2005 Institute of Medicine report were focused on<br />
assessing the impact of television advertising. For the most part, academic research has<br />
not been able to keep up with the pace and scope of change in the media and marketing<br />
environment. Much of the public policy debate over new media and children has focused<br />
on concerns over pornographic and indecent content, with relatively little attention paid to<br />
commercial practices. Marketing is one of the least understood aspects of the new digital<br />
media culture. As a consequence, its role in the health and wellbeing of young people has<br />
remained largely under the radar of most policymakers, educators, health professionals,<br />
and parents.<br />
There have been some efforts to fill this gap. In 1996, when the commercialization<br />
of the World Wide Web was just beginning, the nonprofit Center for Media Education<br />
published a report that documented many of the emerging online market practices that<br />
advertisers—including major food brands—were using to target children. 36 The widely publicized<br />
study helped trigger a national public policy debate over online data collection<br />
from children, resulting in the passage of the first federal law to regulate children’s privacy<br />
on the Internet, the Children’s Online Privacy Protection Act (COPPA). That law, which<br />
took effect in 2000, restricts the collection of personal information from children under<br />
the age of 13 by commercial website operators. 37<br />
D<br />
15