Marketing Food to Children and Adolescents - Federal Trade ...

Marketing Food to Children and Adolescents
ation), low-fat and nonfat milk (including soy beverages) and 100% fruit-juice, with some non-caffeinated,
low-calorie beverages available to high school students after school. See id.
134. Several of these companies – The Coca-Cola Company, PepsiCo, Inc., Campbell Soup Company, Kraft
Foods Global, Inc., and Mars, Inc. – later joined the CBBB’s Children’s Food and Beverage Advertising
Initiative, pledging, among other things, not to advertise their food and beverage products in elementary
schools.
135. The Alliance is a partnership of the American Heart Association and William J. Clinton Foundation. Its
goal is to stop the increase of prevalence of childhood obesity by 2010, and reverse the trend by 2015. See
Alliance for a Healthier Generation, About the Alliance, www.healthiergeneration.org/about.aspx (last visited
July 10, 2008).
136. See Alliance for a Healthier Generation, School Beverage Guidelines, www.healthiergeneration.org/beverages/
(last visited July 9, 2008).
137. See id. In high schools, at least 50% of the non-milk beverage options must be water and no- or low-calorie
options. See id.
138. See Alliance for a Healthier Generation, Competitive Foods Guidelines for K-12 Schools, www.healthiergeneration.org/uploadedFiles/For_Schools/snack-food-guidelines-chart-K-12.pdf
(last visited July 10, 2008); see
also Appendix F.
One food company surveyed for this Report has also established its own nutrition guidelines for products
appropriate for sale in school vending machines, which go slightly beyond the Alliance Guidelines to require
the inclusion, where practical, of fiber, whole grains, fruits, dairy, and vegetables.
139. See Alliance for a Healthier Generation, Competitive Foods Guidelines for K-12 Schools, supra note 138.
140. See Alliance for a Healthier Generation, Memorandum of Understanding Regarding a New School
Beverage Policy (Beverage MOU), May 3, 2006, available at www.healthiergeneration.org/uploadedFiles/
For_Schools/School_Beverage_Guidelines/Beverage%20MOU.pdf; Alliance for a Healthier Generation,
Dairy Associations Memorandum of Understanding, 2007, available at www.healthiergeneration.org/uploadedFiles/For_Schools/School_Beverage_Guidelines/FINAL%20milk%20MOU%20-%20associations.pdf;
Alliance for a Healthier Generation, Dairy Processors Memorandum of Understanding, 2007, available at
www.healthiergeneration.org/uploadedFiles/For_Schools/School_Beverage_Guidelines/FINAL%20milk%20
MOU%20-%20associations.pdf.
141. See Alliance for a Healthier Generation, Memorandum of Understanding Regarding New Guidelines for
Competitive Foods Sold in Schools to Students (Snack Foods MOU), Oct. 6, 2006, available at
www.healthiergeneration.org/uploadedFiles/For_Schools/MOU-snack-food.pdf. Other signatories include:
The Bachman Company, Barrel O’Fun, Blue Bunny, Bouquet of Fruits, Dale & Thomas Popcorn, Have your
cake and eat it too!, Kind Cakes, McCain Foods USA, and Nadja Foods.
142. These companies are: Coca-Cola, PepsiCo, Campbell, Dole, Kraft, Masterfoods/Mars, The Milk Processor
Education Program, and Stemilt Growers.
143. The CBBB Initiative participants are: Campbell, Coca-Cola, Kraft, Masterfoods/Mars, and PepsiCo. As part
of their CBBB pledges, all of these companies have agreed not to advertise in elementary schools. Three of
these companies – Campbell, Kraft, and Masterfoods/Mars – have adopted nutritional standards for advertising
to children under 12 that are fairly comparable to the Alliance standards applicable to beverages and
snacks that may be sold in elementary schools. (Masterfoods/Mars does not currently direct advertising
for its products to children.) PepsiCo’s CBBB pledge appears to allow the company to advertise a wider
range of beverages and snacks to children than the company can sell in schools. Indeed, PepsiCo’s CBBB
pledge specifically states that it advertises Gatorade Thirst Quencher – a “Smart Spot” product – to children,
although this product cannot be sold in elementary schools under the Alliance Guidelines. Coca-Cola has no
nutritional standards for advertising to children under 12 because it has pledged not to advertise its products
in media primarily directed to, and having an audience of 50% or more, children under 12.
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