"Interactive Food & Beverage Marketing" (PDF)

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Government agencies, public health professionals, and consumer groups have become increasingly concerned over the role of advertising in promoting “high-calorie, low-nutrient” products to young people. 8
Interactive Food & Beverage Marketing | Setting the Stage A Growing Health Crisis hildren in the U.S. are facing a growing health crisis due in part to poor nutrition. 1 Youth who are significantly overweight are at much greater risk for experiencing a variety of serious medical conditions, including digestive disorders, heart and circulatory illnesses, respiratory problems, and Type 2 diabetes, a disease that used to strike only adults. 2 They are also more prone to suffer from depression and other mental illnesses. 3 An estimated 30 percent of boys and 40 percent of girls born in the United States are at risk for being diagnosed with Type 2 diabetes at some point in their lives. 4 Minority youth populations have been disproportionately affected. For example, African American and Mexican American adolescents between the ages of 12 and 19 are more likely to be overweight (at 21 percent and 23 percent, respectively) than are non-Hispanic White children in the same age group (14 percent). 5 The Institute of Medicine has called on all sectors of society—industry, government, health professionals, communities, schools, and families—to address this health crisis. 6 Experts point to a combination of economic, social, and environmental changes over the last three decades that have contributed to these alarming health trends, including: cutbacks in physical education programs; the relative decline in the cost of food; the rise in fast food, convenience food, and eating outside of the home; and the increasing availability of snacks and sodas in public schools. 7 A major factor is the disturbing shift in the overall nutritional patterns among all children and adolescents, who now consume high levels of saturated fat, sugars, and salt, and low levels of fruit and vegetables. 8 C 9
Page 1 and 2: Interactive Food & Beverage Marketi
Page 3: This report was funded in part by T
Page 7: Setting the Stage 7
Page 21 and 22: …an average visit to the McDonald
Page 23 and 24: Technology companies have created a
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Page 30 and 31: Digital technologies are…creating
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Page 34 and 35: …Pepsi’s director of digital me
Page 36 and 37: Business models underlying youthori
Page 38 and 39: “On average, for a specific IMV,
Page 40 and 41: “[S]ometimes the marketing is so
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Page 48 and 49: By encouraging consumers to create
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Creating a Healthy Media Environmen
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Interactive Food & Beverage Marketi
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To the extent that marketing plays
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Food marketers can now target teens
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Industry selfregulation will only w
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1 Institute of Medicine of the Nati
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55 “Jack in the Box Branches into
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107 According to NMS Communications
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152 “Food and Drink,” Yahoo! Me
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207 Stanley, “Video Games;” Bet
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255 Shields, “Nickelodeon Launche
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Appendix: Multicultural Marketing i
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“We wanted to communicate the Sni
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African Americans are more likely t
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“Pepsi has been a teen brand, and
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McDonald’s has been a leader in w
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