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

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Marketing Food to Children and Adolescents children and adolescents and how these foods are being marketed – informs one aspect of the ongoing dialogue about how to address the problem. Participants in the 2005 Workshop generally agreed that, regardless of the causes of childhood obesity, food and beverage marketers can employ a wide range of strategies to play a positive role in reversing the trend. Participants also recognized that consumers expect the industry to help both adults and children improve their diets by providing more healthy choices and helpful nutrition information, and by engaging in responsible marketing practices. Based on this study, the Commission has formulated its recommendations for future actions by members of the food industry, the media and entertainment industries, and others. These recommendations, set forth above, are also included in Sections IV and V of the Report. ES-12
I. Introduction 1 Introduction At the request of Congress, 1 the Federal Trade Commission (FTC) has conducted a study of the marketing of foods and beverages to children and adolescents. 2 This Report presents the results of that study. It analyzes data from both public and non-public sources to provide a comprehensive picture of expenditures and activities directed toward children (ages 2-11) and adolescents (ages 12-17, also referred to as “teenagers” or “teens”) by 44 food and beverage producers, marketers, and quick-service restaurants (QSRs) in the United States during 2006. While the study does not include the entire universe of companies marketing food to children and adolescents (collectively referred to as “youth”), or the entire range of foods promoted to them, the Commission believes that this Report covers a substantial majority of such expenditures and activities for the relevant time frame. As requested by Congress, the study addresses not only marketing activities in traditional measured media – television, radio, and print – but also analyzes the Internet and other new media, as well as older, but mostly unmeasured, forms of promotional activities directed to youth. The Report presents a great deal of information not previously collected and not otherwise available to the research community. 3 Significantly, the Report gathers data from a year just before, or very early in the inception of, industry self- regulatory activities aimed at reducing or changing the profile of food and beverage marketing to children. As a result, the Commission study may serve as a benchmark for measuring the future success of voluntary efforts to modify that advertising. A. Background: Marketing, Self-Regulation, and Childhood Obesity In recent decades, the incidence of childhood overweight and obesity in the United States has increased rapidly. According to the Centers for Disease Control and Prevention, the prevalence of overweight youth has increased about three-fold over the last 25 or 30 years. Today nearly 14% of children ages 2-5, 19% of children ages 6-11, and about 17% of adolescents ages 12-19 are overweight. 4 The long-term health consequences – with increased risk for cardiovascular disease and greater prevalence of type 2 diabetes – are very serious. 5 Growing awareness of the health issues has focused public attention on what and how much children consume and which foods and beverages they are encouraged to eat and drink. Government agencies, private organizations, and food and entertainment industry members have endeavored, in recent years, to explore the contributing factors and develop new initiatives to address the problem. 6 In July 2005, the FTC and the Department of Health and Human Services (HHS) jointly convened a two-day Workshop on Marketing, Self-Regulation
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