Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
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<strong>Marketing</strong> <strong>Food</strong> <strong>to</strong> <strong>Children</strong> <strong>and</strong> <strong>Adolescents</strong><br />
the child would then encounter related promotional displays or product packaging in a retail<br />
setting or restaurant; the child might receive a related <strong>to</strong>y or other premium immediately upon<br />
purchase of the product or might be directed <strong>to</strong> the product website <strong>to</strong> enter a package UPC or<br />
other code <strong>to</strong> participate in sweepstakes or <strong>to</strong> receive “points” redeemable for prizes or digital<br />
content, such as ring<strong>to</strong>nes; once on the website, the child might interact with the br<strong>and</strong> through<br />
online games or by sending “e-cards” (electronic greeting cards) or “send-<strong>to</strong>-a-friend” viral<br />
marketing messages <strong>to</strong> others.<br />
Part B of this Section of the Report focuses on marketing activities such as cross-<br />
promotions, new media, unmeasured traditional promotional activities, <strong>and</strong> in-school marketing<br />
that previously have not been systematically analyzed across the youth spectrum for broad<br />
categories of food products. Thus, use of traditional measured media, such as television, is<br />
described only in the context of cross-promotions.<br />
In addition, Part C of this Section provides an overview of market research reported by<br />
companies on the success <strong>and</strong> impact of various promotional techniques directed <strong>to</strong> youth.<br />
Finally, in Part D of this Section, the Commission reports on information provided by the<br />
companies relating <strong>to</strong> advertising campaigns <strong>and</strong> techniques that focused on particular gender,<br />
racial, or ethnic segments of the population. Companies provided much of this information<br />
on a general audience basis, with a small amount examining a target audience of children <strong>and</strong><br />
adolescents.<br />
B. Specific Promotional Activities<br />
1. Cross-Promotions <strong>and</strong> Third-Party Licensed Characters<br />
One of the most consistent themes in advertising directed <strong>to</strong> children <strong>and</strong> adolescents –<br />
appearing in nearly all promotional formats <strong>and</strong> for nearly all product categories – was the<br />
use of cross-promotions <strong>and</strong> third-party licensed characters <strong>to</strong> promote foods, beverages, <strong>and</strong><br />
restaurants. Companies used cross-promotions <strong>to</strong> advertise nearly every type of food product,<br />
including QSR children’s meals, breakfast cereals, c<strong>and</strong>y, snacks, <strong>and</strong> beverages, as well as<br />
fruits <strong>and</strong> vegetables <strong>and</strong> dairy products, <strong>and</strong> the campaigns generally were integrated across<br />
promotional formats. The focus of a cross-promotional campaign was typically a child- or teen-<br />
oriented movie or television program, but cross-promotional arrangements were also developed<br />
for <strong>to</strong>ys, 56 websites, 57 theme parks <strong>and</strong> other children’s entertainment venues, 58 video games <strong>and</strong><br />
consoles, 59 <strong>and</strong> youth <strong>and</strong> professional athletic leagues. 60<br />
Media companies often entered in<strong>to</strong> cross-promotional arrangements with multiple<br />
food companies <strong>to</strong> promote an individual film or television program. Thus, characters from<br />
28