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

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Marketing Food to Children and Adolescents Recommendations for Food and Beverage Companies Ge n e r a l: • • All companies that market food or beverage products to children should adopt and adhere to meaningful nutrition-based standards for marketing their products to children under 12. A useful first step would be to join the CBBB Initiative. • • Companies should broadly construe “marketing” to include all advertising and promotional techniques, including but not limited to: advertising on television and radio, in print media, and on the Internet (including third-party and company-sponsored websites); product packaging and labeling; advertising preceding a movie shown in a movie theater or placed on a video (DVD or VHS) or within a video game; promotional content transmitted to personal computers and other digital or mobile devices; advertising displays and promotions at the retail site; specialty or premium items distributed in connection with the sale of a product; promotion or sponsorship of public entertainment events; product placements; character licensing, toy co-branding and cross-promotions; sponsorship of sports teams or individual athletes; word-of-mouth and viral marketing; celebrity endorsements; and in-school marketing. In cases where a product line contains some product varieties that meet the nutrition-based standard and others that do not, companies should strictly limit all components of a promotion or advertising campaign directed to children under 12 to those varieties that meet the standard. Thus, for example, television or print advertisements promoting a sweepstakes would feature only the “better for you” varieties of the product, and licensed characters would appear only on packages of the “better for you” varieties. Companies should consider limiting branded merchandise intended for children to products or brand lines meeting meaningful nutrition-based standards. Im p r o v In G t h e nu t r I t I o n a l pr o f I l e o f pr o d u c t of f e r I n G s: • • Companies should continue and increase efforts to improve the nutritional profiles of their products – especially those marketed to children and adolescents – through product innovation and reformulation. Companies should improve upon the nutritional criteria adopted for “better for you” products as they find ways to lower sugar, fat, sodium, etc., without sacrificing taste and appeal. • In applicable cases, companies should re-examine whether the fact that a product has “less” of, or is “reduced” in, calories or certain nutrients (e.g., sodium, sugar, or fat) is, by itself, a sufficient basis for qualifying as a “better for you” product. ES-8
• • ES-9 Executive Summary Companies should continue and expand efforts to package more nutritious products in ways that are more appealing to children. Companies should continue efforts to use product packaging to help consumers control portion sizes and calories, by offering smaller portions and single-serving packages. nu t r I t I o n la b e l I n G: • • Companies should conduct research on the effectiveness of various labeling devices to determine how consumers interpret such labeling and to identify those devices most effective at conveying meaningful, truthful information. Companies should work toward consistency among the standards used by individual food and beverage companies to determine what constitutes a “better for you” product, such as through the development and use of third-party standards, icons, or other devices. The Commission supports the work of the Keystone Center and others in this regard. he a lt h y me s s aG e s: • • Companies should expand public outreach efforts – through company-sponsored initiatives, third-party partnerships, and innovative and varied media techniques – to educate children and adolescents about the importance of healthy eating and exercise. • Companies should devote particular attention to outreach aimed at ethnic minority populations that are disproportionately affected by childhood overweight and obesity. Companies should continue researching the effectiveness of their campaigns to educate and motivate youth to engage in healthier lifestyles. th e cbbb InItIatIve: • • The CBBB should closely monitor participating companies’ compliance with their pledges. The CBBB and participating companies should enhance the Initiative in the following ways: • Expand the scope of “advertising to children” to encompass all advertising and promotional techniques, including, for example, product packaging and in-store marketing; • Require that 100% of food advertising directed to children under 12 promotes healthy dietary choices;
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