Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
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<strong>Marketing</strong> <strong>Food</strong> <strong>to</strong> <strong>Children</strong> <strong>and</strong> <strong>Adolescents</strong><br />
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Media <strong>and</strong> entertainment companies should test the effectiveness of any health<br />
<strong>and</strong> nutrition messages <strong>and</strong> public education campaigns aimed at the problem of<br />
childhood obesity.<br />
Media <strong>and</strong> entertainment companies should consider the feasibility of instituting a<br />
self-regula<strong>to</strong>ry initiative <strong>to</strong> facilitate implementation of the recommendations above.<br />
The companies should consider working with the CBBB in this endeavor.<br />
C. Measuring the Success of Company Initiatives<br />
As discussed above, food <strong>and</strong> beverage companies, media <strong>and</strong> entertainment companies,<br />
<strong>and</strong> others have made notable progress on implementing many of the recommendations from the<br />
2006 Report. Going forward, the Commission will continue <strong>to</strong> moni<strong>to</strong>r future developments in<br />
these areas.<br />
One important – <strong>and</strong> challenging – component of assessing the impact of the various<br />
initiatives will be measuring their effect on actual consumption of better-for-you <strong>and</strong> more<br />
nutritious foods by children <strong>and</strong> adolescents. Individual companies may – <strong>and</strong> likely do –<br />
track sales of their various product lines. For example, this Report has discussed some data<br />
indicating that sales of certain products bearing “better for you” icons have outpaced sales of<br />
non-icon products, <strong>and</strong> that the use of popular licensed characters on some healthier products<br />
has increased sales of those items. 183 This type of information is not always readily or publicly<br />
available, however. Therefore, the Commission recommends that food <strong>and</strong> beverage companies<br />
consider how best <strong>to</strong> measure changes in consumption of more nutritious products that they<br />
market <strong>to</strong> children <strong>and</strong> teens.<br />
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