Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Expenditures for <strong>Marketing</strong> <strong>Food</strong> <strong>to</strong> <strong>Children</strong> <strong>and</strong> <strong>Adolescents</strong><br />
percentage of <strong>to</strong>tal expenditures on event marketing for the reported br<strong>and</strong>s, the baked goods<br />
<strong>and</strong> breakfast cereal companies spent the most <strong>to</strong> reach children; approximately 100% of event<br />
marketing expenditures for these reported br<strong>and</strong>s were child directed, compared <strong>to</strong> 30% for the<br />
QSRs. For teen-directed event marketing, the ratios were 81% (carbonated beverages), 52%<br />
(juice <strong>and</strong> non-carbonated beverages), 45% (c<strong>and</strong>y/frozen desserts), <strong>and</strong> 41% (dairy products).<br />
e. Ph i l a n T h R o P i c<br />
Seven food <strong>and</strong> beverage categories engaged in child- or teen-directed advertising or other<br />
product br<strong>and</strong>ing activities in conjunction with their philanthropic endeavors. The Special<br />
Order required the companies <strong>to</strong> report the costs associated with both monetary <strong>and</strong> in-kind<br />
donations that were conditioned upon or made in combination with the display of trade names,<br />
logos, or other br<strong>and</strong>ed materials, but not the amount of the donation itself. QSRs spent the<br />
most on child-directed philanthropic marketing – $10.2 million, which was 89% of their overall<br />
expenditures on marketing associated with philanthropy for the reported br<strong>and</strong>s. Carbonated<br />
beverage companies spent $3.7 million <strong>to</strong> reach a youth audience, amounting <strong>to</strong> 51% of<br />
their <strong>to</strong>tal philanthropy-associated marketing expenditures for the reported br<strong>and</strong>s. The non-<br />
carbonated beverage companies spent $2.7 million, or 85% of their philanthropy-associated<br />
marketing expenditures for the reported br<strong>and</strong>s, <strong>to</strong> reach a youth audience. Fruit <strong>and</strong> vegetable<br />
producers spent $1.8 million <strong>to</strong> reach youths, or 93% of their philanthropy-associated marketing<br />
expenditures for the reported br<strong>and</strong>s.<br />
6. In-School <strong>Marketing</strong><br />
The companies spent nearly $186 million in youth-directed in-school marketing<br />
expenditures for the reported br<strong>and</strong>s, which accounted for 11.5% of overall youth-directed<br />
marketing expenditures, <strong>and</strong> 67% of the <strong>to</strong>tal expended on in-school marketing for the reported<br />
br<strong>and</strong>s (including marketing at colleges <strong>and</strong> universities). As shown in Figure II.16, more<br />
than 90% of the youth-directed in-<br />
school expenditures was reported in the<br />
carbonated beverages <strong>and</strong> juice <strong>and</strong> non-<br />
carbonated beverages categories ($169<br />
million combined). The QSRs reported<br />
$9.3 million in child-directed in-school<br />
marketing, <strong>and</strong> the dairy promoters<br />
reported nearly $4.8 million in teen-<br />
directed in-school marketing.<br />
Dollars (in millions)<br />
140<br />
120<br />
100<br />
80<br />
60<br />
40<br />
20<br />
0<br />
23<br />
116<br />
Figure II.16: In-School<br />
Top 3 for Youth<br />
53<br />
Carbonated Beverages Juice & Noncarbonated<br />
Bevs.<br />
9 7<br />
Restaurant <strong>Food</strong>s All Other