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

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Report Contributors Bureau of Consumer Protection Sarah Botha, Division of Advertising Practices Keith Fentonmiller, Division of Advertising Practices Carol Jennings, Division of Advertising Practices Mary Johnson, Division of Advertising Practices Kial Young, Division of Advertising Practices Heather Hippsley, Assistant Director, Division of Advertising Practices Mary Koelbel Engle, Associate Director, Division of Advertising Practices Bureau of Economics Pauline M. Ippolito, Deputy Director, Bureau of Economics Research Assistants Todd Dickey, Bureau of Consumer Protection, Division of Advertising Practices Diana Finegold, Bureau of Consumer Protection, Division of Advertising Practices Conor McEvily, Bureau of Consumer Protection, Division of Advertising Practices Colin Conerton, Bureau of Consumer Protection, Honors Paralegal Program Micah B. Burger, Bureau of Economics Michelle Y. Kambara, Bureau of Economics Dane M. Vrabac, Bureau of Economics ii
Contents List of Tables ...................................................................................................................................v List of Figures .............................................................................................................................. vii Executive Summary ................................................................................................................ ES-1 I. Introduction .............................................................................................................................1 A. Background: Marketing, Self-Regulation, and Childhood Obesity .................................1 B. Conducting the Study ........................................................................................................3 1. Marketing Expenditures .............................................................................................4 2. Marketing Activities and Other Information Requested by the Special Order ..........5 C. Role of the FTC Study .......................................................................................................6 II. Expenditures for Marketing Food to Children and Adolescents ........................................7 A. Introduction .......................................................................................................................7 B. Expenditures Analyzed by Food Category ........................................................................8 C. Expenditures Analyzed by Promotional Activity Groups ...............................................12 1. Traditional Measured Media: Television, Radio, and Print .....................................15 2. New Media: Websites, Internet, Digital, Word-of-Mouth, and Viral Marketing.....17 3. Packaging and In-Store Marketing ...........................................................................18 4. Premiums ..................................................................................................................19 5. Other Traditional Promotional Activities ...............................................................20 6. In-School Marketing ................................................................................................23 7. Use of Cross-Promotions and Celebrity Endorsements ...........................................24 III. Food Marketing Activities Directed to Children and Adolescents ...................................27 A. Introduction .....................................................................................................................27 B. Specific Promotional Activities .......................................................................................28 1. Cross-Promotions and Third-Party Licensed Characters .........................................28 2. Brand Recognition Activities ...................................................................................38 3. Other Promotional Activities ....................................................................................39 4. In-School Marketing ................................................................................................51 C. Target Companies’ Market Research on Child and Teen Audiences ...............................54 D. Marketing Directed to Children or Adolescents by Gender, Race, Ethnicity, or Income Level ...................................................................................................................57 1. Television, Print, Radio, and Internet .......................................................................57 iii
Page 1: FEDERAL TRADE COMMISSION Marketing
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